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The subject of analysis in this paper are the characteristics, development factors and economic effects of the development of digital ways of communication between the bank and the client. The starting point of the paper is the necessity of electronic banking, as a type of market communication, given the positive impact on the speed, efficiency and ultimately the profitability of the bank's operations, which has been shown to have electronic business in all sectors. The corona virus pandemic has additionally contributed to the acceleration of digital transformation in Serbia, and practice has shown that people are ready to switch to digital payment methods, given the increase in the use of the bank's online services, it was forbidden to leave homes. The paper explains the mechanisms of business digitalization through explanations of the advantages and disadvantages of electronic banking, from the bank's point of view and from the client's point of view, and through a recent survey the prospects for the development of banking services if banks specialize in acquiring a certain target group.

The Necessity of Digitalization of the Banking System - A Chance or a Threat to the Development of the Banking Market?