Financial Marketing Strategies to Engage the Mobile Consumer
Javelin Strategy and Research has announced a new report titled "Mobile Marketing: Financial Marketing Strategies to Engage the Mobile Consumer" to be available tomorrow. "58 Million US adults received at least one mobile marketing message on their mobile phones in the last year. Mobile marketing provides an opportunity for financial institutions (FIs) to interactively reach on-the-move consumers closer to the purchase decision in a one-to-one communication."
Mobile doesn’t change the purpose or goals of marketing campaigns; it adds a new, often more effective, channel to reach consumers. However, FIs which overstep the boundaries of privacy or inundate consumers with unhelpful messages risk incurring their wrath. Additionally, little is known about the preferences of consumers for receiving such messages. This study provides a solid framework for FIs to integrate mobile into effective marketing campaigns. Strong consumer and industry data back the conclusions of the report and demonstrate why this is the right time to consider including mobile in marketing strategy.
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