In the context of ever-increasing competition in the domestic banking market, one of the most important conditions for the development of the banking business is the effectiveness of marketing activities. Digital transformation and the development of information technologies are rapidly changing not only the structure of the market, but also the methods of promoting banking products and services towards the development of digital marketing. This concept involves the use of advanced computer and network technologies to search for new markets and new consumers via the Internet, providing opportunities to improve financial indicators and the efficiency of the bank as a whole. The purpose of the study is to identify the main trends in the development of digital marketing in the banking services market. The article considers the stages of Internet banking development as a promising direction of banking marketing. The authors provide an analysis of the rating of the best mobile banks in four key areas: the capabilities and functionality of applications, promotion in Digital, ASO, adaptation to innovations. The main technologies for the development of digital marketing in the banking services market in Russia were systematized and identified, indicators of changes in digital instruments and budget funds of banks for the development of digital marketing technologies in the financial sector were analyzed. In conclusion, the authors identified the directions of transformation of marketing activities of banks in the market of banking products and services in Russia and the possibilities of their development in the coming years.