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The spread of mobile devices among the population and the development of digital technologies in services, on the one hand, opens the possibility of communication with consumers, and on the other – requires the revision of marketing concepts of enterprises. The globalization of the economy, the development of information technology contributed to the rapid spread of innovation in the banking sector. Replacing the traditional channels of service provision – through the contact staff, «virtual channels» are used more often, which involves the active use of the Internet and technologies associated with it. In the banking services market this leads to a reduction in the number of branches and staff, however, does not always bring the desired result in terms of the efficiency of banking institutions. As foreign experience shows, competitive advantages in the global market are obtained by companies using a multi-channel system of interaction with customers, the so-called multi-channel communication and multi-channel marketing.

MULTICAN MARKETING AS AN INNOVATION TECHNOLOGY OF PROVIDING SERVICES IN THE CONDITIONS OF GLOBALIZATION OF THE BANKING MARKET