APPLICATION OF NEUROMARKETING METHODS IN THE BANKING SECTOR OF THE RUSSIAN FEDERATION

In a pandemic, the banking sector of the Russian Federation faced many economic problems. One of these challenges is customer acquisition and retention. In addition to the traditional "marketing mix", tools and methods of innovative marketing are becoming more widespread, which include neuromarketing and Internet marketing. Neuromarketing methods have shown their effectiveness on foreign platforms, therefore, considering their use in the financial sector of Russia is a new non-standard way to attract new customers and increase loyalty of old customers. In this article, the author provides information on the methods of neuromarketing used, which include: electrical activity of the skin; monitoring the cardiovascular system; eye-tracking; functional magnetic resonance imaging (MRI); electroencephalography (EEG); electromyography (fEMG); analysis of human mimic reactions. Based on the well-known emotional triggers of a person (sight, smell, touch, hearing, taste), marketing tools are presented that are used in the banking sector of the Russian Federation. The analysis of neuromarketing tools in the TOP-5 banks in terms of profit for 2020 was also carried out. Recommendations on the use of new tools are offered and conclusions are drawn about the situation with the use of neuromarketing in the Russian Federation.