Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic

The purpose of the paper is to present the possibilities of using modern technologies in the promotional activities of banks in Poland. This issue has gained particular importance during the development of the COVID-19 pandemic. Already earlier, we could observe an increased openness of consumers to marketing communication involving the use of modern technologies and the Internet, but the pandemic caused the need to reduce direct contact with customers, and thus - to intensify such activities in the Internet sphere. The paper cites examples of digital marketing communication tools that are used by banks operating in Poland.