Table of Contents
- Overview
- Primary Questions
- Findings and Analysis
- Methodology
- Executive Summary
- Summary
- Recommendations
- What Can Financial Institutions Do Today?
- Why Now?- It' s a Mobile World
- US Adults Are Mobile
- Financial Institutions, in Particular, Should Consider Mobile Marketing
- Mobile Bankers, Who Accept Mobile Marketing, Receive More Messages
- Most FIs Have Yet to Develop Necessary Skills to Fully Engage in Mobile
Marketing
- Mobile Marketing Is a Tool to Reach Both New and Existing Customers
- Consumers Respond to Mobile Marketing Using Mobile Features
- Marketing Expands with Mobile as a New Channel
- Why Include Mobile?
- The Importance of Permission in Engagement
- Marketing Campaign Flow
- Effective Mobile Campaigns
- Direct Mobile Marketing vs. Mobile Advertising
- Mobile Marketing Ecosystem
- Pricing/Measuring Effectiveness of Mobile Campaign
- Three Phases of Mobile Marketing Campaigns
- Mobile Marketing at the Financial Institution
- SMS-Text Will Drive Initial Marketing Efforts
- Content-Heavy WAP Sites Feed the Future
- HSBC Ride For Free," A Mobile Marketing Campaign
- What Can Financial Institutions Do Today
- Capture Mobile Phone Numbers Matched to Individuals at Account Set-Up
- Build a Mobile Phone Database Among Existing Customers
- Append Mobile Banking Usage Data to the Customer Database
- Use Alerts to Begin Offering Targeted Mobile Marketing Messages
- Just Start
- Appendices
- Mobile Marketing Vendor Directory
- Key Terms
- Charts
- Related Research
- Companies Mentioned
Table of Figures
- Figure 1: Mobile Phone Feature Usage beyond Calling
- Figure 2: Active Users Who Have Received a Mobile Marketing Message
- Figure 3: Monthly Mobile Marketing Messages Received in last 30 Days
- Figure 4: Companies Sending Mobile Marketing Messages
- Figure 5: Mobile Marketing to New and Existing Customers
- Figure 6: Likelihood to Respond to SMS Mobile Marketing Message
- Figure 7: Mobile Features Most Likely Response Mechanism
- Figure 8: Marketing Campaign Response Flow
- Figure 9: Mobile Advertising Examples
- Figure 10: Direct Mobile Campaigns Examples
- Figure 11: Mobile Marketing Ecosystem
- Figure 12: Marketing Campaign Phases
- Figure 13: SMS and Browser Usage
- Figure 14: "HSBC Ride For Free," A Mobile Marketing Campaign
- Figure 15: Mobile Carriers
- Figure 16: Mobile Consumer Trends
- Figure 17: Smart Phone Enabled
- Figure 18: Last Used Mobile Banking
- Figure 19: Platforms Used for Mobile Banking
Tables
- Table 1: Acquisition Strategy
- Table 2: Retention Strategy
- Table 3: Mobile Commerce Strategy
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