The accelerated development of information and communication technologies has led to a change in the way the banking sector operates. If a comparison is made between a traditional and modern banking, it can be clearly seen that new technologies have helped banks to develop and offer their customers new products and services, as well as to perform their marketing activities in a cheaper and more efficient way. The globalization of the financial market, the development of new technologies, as well as the growth of customer requirements are the causes of increasing competition in the banking market. In order to survive in the market and cope with the challenges of the modern age, banks are increasingly focusing on marketing, which is becoming the main weapon. Digital communication channels such as social networks, Web banners, blogs, display ads allow banks to place their products and services to customers in the best possible ways. The research conducted in this paper aims to indicate the impact of the use of digital communication channels on the profitability of the bank, and on the other hand to point out all the benefits of bank customers who use modern methods of advertising. The research methodology is based on a review of the literature. The subject of the research are the ways in which banks use digital communication channels, with special reference to social networks, which are the most represented communication channels in the banking market in the Republic of Serbia.