Activity-Based Marketing: The Future of Mobile Marketing in Banking
Report Summary
Activity-Based Marketing: The Future of Mobile Marketing in Banking
Activity-based marketing creates a new point of interaction for financial institutions.
Boston, August 7, 2014 – In Q4 2013, smartphone users engaged with mobile apps for more than 30 hours a month, and the time consumers spent with mobile applications exceeded the time spent accessing the Internet from desktop computers for the first time ever in 2014. Most critically for financial institutions, though, mobile banking logins exceeded online logins for the first time late in 2013. How are FIs responding to consumers' use of smartphones? And can mobile technologies change the way FIs market their products and services?
This Impact Note answers these questions and introduces the new concept of activity-based marketing, or marketing done within the context of a customer's or prospect's real-time activities. The research in this Impact Note is drawn from a Q2 2013 Aite Group survey of 1,242 U.S. consumers regarding their financial lives and a Q1 2014 Aite Group/Financial Brand survey of senior marketing executives at 233 U.S.-based FIs.
This 21-page Impact Note contains 14 figures and three tables. Clients of Aite Group's Retail Banking & Payments service can download this report.