The financial, economic and political crisis affected the functionality of all sectors of the economy, but the banking system was most affected by its after effects. In recent years, there has been a bankruptcy of a significant number of commercial banks, resulting in a decrease in trust in them by customers, increased the struggle of banks for customers. In these conditions, the competitive position of banking institutions in the market depends on the implementation of innovations in their marketing activities. Evidence of this is the strong position of banks with foreign capital in the rating of the stability of commercial banks in Ukraine, whose activities are focused on the active introduction of innovations. Based on the analysis of secondary marketing information, the tendencies of the market of banking products of Ukraine are investigated, prospective positive expectations of further growth of demand on it from the side of legal entities and individuals, especially in the field of lending, are determined. To this end, methods of correlation-regression analysis have been used and the projected value of the granted loans of the Ukrainian banking system in 2018 has been determined. Using the concept of benchmarking, suggestions have been made on the implementation of innovations in the components of the marketing complex of commercial banks in Ukraine. We are talking about the constant updating of their product range, in particular, regarding the offer by banks of financing services for Ukrainian start-ups with the attraction of Western funds, as Ukraine has great prospects for the rapid growth of the venture capital market in the next few years. The active development of social networks and the Internet is an important prerequisite for the implementation of innovations in marketing and communications policy of banking institutions. In the field of marketing, innovation is associated with the active introduction of modern methods of identifying a client for his photograph in social networks, which will expand the possibilities of mobile banking, and in the field of communications on the site of sale, innovative solutions of banks can foresee the use of digital merchandising tools.