ACTIVATION OF TECHNOLOGIES FOR MARKETING SERVICES IN THE FINANCIAL SECTOR IN MODERN CONDITIONS

Abstract

In this article, the author reveals the need to activate marketing technologies of market participation in practice in the context of the COVID-19 pandemic. The author quite fully reveals the specifics and content of financial sector services, highlighting current trends and patterns. At the same time, the theoretical contribution of domestic and foreign authors is noted. With the illustration of Figure 1, the author notes that due to COVID-19, many industries have sharply reduced traffic by 40 percent or more, but in the finance, health and nutrition sectors, on the contrary, there has been an increase in traffic from 10 to 30 percent. The scientific novelty lies in the author’s recommendations on the activation of marketing technologies for a comprehensive assessment of: market environment factors (EFAS-analysis model) and the competitive environment (the polygon of success factors and risks of a financial organization).