Marketing, as a business philosophy, is focused on consumers (the customer). This means that the marketing process starts and ends with the consumer in mind. The role of marketing in the banking sector is the harmonization of financial products and services to meet customer's needs. Marketing must develop a competitive advantage using creative, customer focused campaigns which include such elements as communication plans, pricing strategies and even internal employee training programs. Internet has become an important marketing medium, which will in future be an indispensable factor in every business. With social networks there have been significant changes in marketing in the way companies communicate with customers. The aim of this study was to compare traditional bank marketing approaches with more modern marketing techniques using social networks. The application of appropriate marketing strategies increases the quality of consumer engagement, thus better communicating the bank services and meeting the needs of customers in a more targeted way.