The current development of information technology significantly transforms the marketing behaviour of economic subjects. Business transactions are increasingly moving from the real world into the digital world. This also applies to banking, where there are almost renaissance processes, particularly in focusing on individuality of a client. The aim of the paper is to contribute to the effective use of digital opportunities of the financial sector and the verification of possibilities of the application of marketing research in digital environment. The implementation of purpose is carried out by comparison method of attributes of marketing information provided by a client personally and the information provided by a client digitally. Achieved results then refer to the higher value of information obtained from the digital traces of analyzed clients opposite to information obtained using traditional techniques in the real world. Innovative approaches of marketing research in the surveyed environment (reality vs. digital) allow banking institutions to respond more effectively to economic clashes of supply and demand. And in combination with other marketing strategies, it can be competitive advantage for banks.