[Report] Mobile Marketing -- Targeted, Timely, and Two-way: The Time is Right for Financial Marketing Strategies to Engage the Mobile Consumer TOC

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

Mobile Marketing -- Targeted, Timely, and Two-way: The Time is Right for Financial Marketing Strategies to Engage the Mobile Consumer

Table of Contents

Table of Figures

Tables