Аннотация
This study explores the development of digital bank marketing in Kazakhstan, examining its current state and future prospects. The research aims to identify key trends in digital banking strategies and their role in enhancing customer engagement. The findings indicate that the adoption of artificial intelligence, open banking, and social media marketing has significantly transformed banking services, improving personalization and customer loyalty. An analysis of second-tier banks’ social media performance reveals disparities in engagement levels, emphasizing the need for optimized digital communication strategies. A major gap identified is the lack of a standardized approach to integrating digital marketing tools, limiting the efficiency of customer outreach. The study underscores the necessity for banks to develop comprehensive digital strategies that align with evolving consumer behavior and regulatory frameworks. Comparative analysis with global digital banking trends suggests that Kazakhstan’s financial sector can benefit from increased investment in AI-driven analytics and data security measures. The implications of this research highlight the importance of strategic digital transformation in maintaining competitiveness. Future research should focus on refining digital marketing frameworks and assessing the long-term effects of digital banking innovations on customer satisfaction and financial performance.