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The ability of banks to achieve a high rate of customer retention is caused by redefining business objectives and strategic choice that foreground efficient and effective creation and delivery of value to target consumers. The combination of data and advanced analytics enable financial institutions to build personalized relationships that could be stronger than ever before. Digital technology should make financial operations simpler, financial institutions more efficient, which will truly make customers lives easier. The subject of the research is to define the challenges banks will encounter in their future operations, which is to build self-aware digital systems, which should be centered around the customers and their needs, which is represented in the first part of the paper. The aim is to highlight the priorities and trends in marketing in banking that banks should not ignore in future operations, as shown in the second part of the paper. Followed by concluding observations.

With the development of modern banking, exposure to different types of business risks is becoming greater. Timely identification and quantification of all types of risks, as well as adequate safeguards are becoming very relevant factor in the success of business in an increasingly complex economic condition. Bank capital is a source of funds - growth of the bank, providing security to the bank in terms of risk, the protection of the interests of creditors, depositors, as well as creator of confidence in the bank and the entire banking sector. The aim of this paper is to emphase the importance and appropriateness of Basel principles of banking business, especially when it comes to maintenance of capital adequacy. The relevance of standards is manifested through the regulatory framework required to be raised to the level that is required to successfully overcome all obstacles in the banking business. The case study is an analysis of capital adequacy in the banking sector of Serbia, which is under the supervisory functions of the National Bank of Serbia. The movement of Pak is analyzed and commented parameters that affect it. The research results confirm that bank capital is the most stable part of the financial resources and policy banks. Providing a satisfactory level of capital and retaining a sufficient amount of capital to protect the interests of depositors, borrowers, employees, owners and citizens, is one of the biggest challenges that is posed in front of the bank.

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Social media are the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. Banks should leverage social media as a two-way communications vehicle for both listening to the audience and gaining insights, with the goal of providing customers with targeted and differentiating solutions that solve their financial needs. Communication with customers through social networks is of great importance for the bank, and that kind of communication is paid more and more attention, especially in today's economic conditions, when competition in the banking market is rough, and when banks are struggling to get trust and attention from every client. The objects of the research is the presence of banks within the banking sector in Serbia, on social networks in Serbia. The problem that is discussed in this paper is how the presence-absence of banks on social networks influences the modern banking business. It is expected that the results of the research indicate the presence of a joint impact on the social networks and successful modern banking business, and the impact of social networks on the positioning of banks in the market. [ABSTRACT FROM AUTHOR]