NEW TRENDS IN MARKETING AND COMMUNICATION IN THE ITALIAN BANKING SECTOR

This article deals with the topics of new trends in marketing and communication in the Italian banking sector, features and specificities of digital consumer in Italy and expectations for the future. Marketing communication in banking sector is unique, as it is in each country, and each sector, as it depends on specific features of consumer preferences. Although consumers become increasingly digital, there are still segments that prefer conservative communication about banking products and human contact what can be an opportunity of business. This paper wants make a contribution to better understanding of the current trends, analyzing and explaining several new features of the Italian banking market in the framework of the permanent innovation process.