The Impact of Digital Technologies on Marketing Effectiveness in the Banking Sector: An Enhanced Evaluation Method

The article explores the impact of digital technologies on marketing effectiveness in the banking sector and presents an enhanced evaluation method – Digital Maturity & Impact (DMI). The method combines an assessment of digital maturity, analysis of technology-driven consumer behavior, and evaluation of marketing strategy performance. Its application enables the identification of key effectiveness factors and the design of strategies to improve digital tools. Findings show that banks with higher digital maturity achieve stronger conversion, customer retention, and return on investment, with practical recommendations for optimizing digital marketing.