by: Georgann Smith
With the growing ubiquity of the smartphone, it’s no surprise consumers are spending more time banking, browsing and buying on their mobile devices. In fact, late last year, mobile banking log-ins outpaced online log-ins for the first time ever, according to Aite Group’s recently released report Activity-Based Marketing: The Future of Mobile Marketing in Banking.
In 2014, another milestone: Consumer hours spent engaged with mobile apps surpassed time spent accessing the Internet via desktop computers. All told, the average smartphone user utilized mobile apps for more than 30 hours per month in 2013.
Consumers’ increased mobile usage means financial institution (FI) marketers must consider innovative new approaches to effectively reach consumers.
Enter activity-based marketing.continue reading »