Evolution of Communication in the Financial Sector: Armeconombank Participated in FinComm Armenia 2026
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How has public communication in the financial sector evolved in recent years? What impact have modern technologies had on communication tools? Ultimately, how can companies manage their reputation and maintain customer trust in today’s highly competitive environment?
These and other key industry issues were central to the discussions at FinComm Armenia 2026, a conference organized by the Mediamax Media Company to mark the 20th anniversary of its Banks.am portal. The event featured a panel discussion titled “From Press Releases to Banking Push Notifications: The Evolution of Communication,” bringing together public relations and marketing communications executives from across Armenia’s banking sector.
Arman Tonikyan, Head of Marketing at Armeconombank, highlighted the positive impact of technology, particularly in terms of communication measurability:
“Technology, among other factors, has resolved a key challenge- perhaps not entirely, but it allows us today to accurately measure the effectiveness of our communications. On the other hand, technology has also added complexity to our work: we are in continuous competition to develop diverse communication tools while preserving our brand’s tone of voice and unique signature. While years ago businesses built their messaging around products by sharing more information, today we are all moving toward a human-centric, customer-focused approach – shifting from targeted to truly personalized communication.”
Panelists agreed that the rapid growth of social media, alongside its positive changes, has introduced new challenges for crisis communication:
“At Armeconombank, we strive to conduct customer communications in strict compliance with internal and external regulations while simultaneously ensuring honest dialogue that goes beyond scripted responses. Today’s customer wants their feedback to be heard and to receive a genuine, tailored response,” noted Arman Tonikyan.
Addressing the moderator’s question on whether marketing and public relations can still be separated today, Tonikyan emphasized:
“The line between marketing and public relations today is very subtle and often invisible. Communication work in the banking sector requires high flexibility, multitasking, and soft skills. Yet, in certain situations, that boundary becomes remarkably clear.”
Panel participants were pleased to note that the banking communications sector in Armenia is not only developing dynamically, but also stands out for its healthy collaborative environment, where experience-sharing and mutual support have become an integral part of corporate culture.
Summarizing the discussion, Mediamax Director Ara Tadevosyan expressed hope that the conference will become an annual event, serving as an effective platform to analyze financial communication trends based on real experience and practical cases.
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Armeconombank is supervised by the Central Bank of Armenia.