The application of mobile marketing in banking sector

Abstract

Kako bi se definirala sama primjena mobilnog marketinga u bankarstvu potrebno je pobliže se upoznati sa samim načinom funkcioniranja banaka i bankarskog sustava. Sve brži razvoj tehnologija i sve veća, lakša i brža dostupnost informacija, utječu na sve veću informiranost populacije, stoga i banke nastoje držati korak te ulažu sve veće napore u prilagođavanje potrebama svojih klijenata. Primjena mobilnog marketinga u bankarskom sektoru s jedne je strane uvelike unaprijedila poslovanje banaka i povećala njihov profit, dok je s druge strane klijentima pružila nove usluge i mogućnosti koje prate razvoj tehnologija i uvelike olakšavaju primjenu bankarskih usluga i proizvoda. Suvremene tehnologije i sve brži ritam života, kako privatnog tako i poslovnog, zahtijevaju od banaka prilagođavanje potrebama svojih klijenata. Razvoj raznih aplikacija i sve brži internet, poboljšavaju razinu i brzinu usluga koje banke nude putem aplikacija. Također, kroz povećanje brzine usluge i lakšu dostupnost novih proizvoda, povećava se i profit banaka te se lakše dolazi do povratnih informacija od strane klijenata koje utječu na daljnji razvoj i primjenu novih proizvoda i usluga. Primjena mobilnog marketinga razlikuje se od banke do banke. Mobilni marketing prisutan je već duži niz godina u naše dvije najveće banke, Zagrebačkoj i Privrednoj banci Zagreb. Njih dvije može se smatrati predvodnicama mobilnog marketinga. Za potrebe diplomskog rada napravljen je dubinski intervju sa članom odjela za marketing Zagrebačke banke.In order to define the application of mobile marketing in banking, it is necessary to get acquainted with the way banking and banking system function. The acceleration of technological development and the increased availability of information raise public awareness, therefore banks try to keep pace and make bigger effort to adapt to their client's needs. On the one hand, the application of mobile marketing in banking sector greatly improved banks' business and increased their profits, whereas, on the other hand, it provided customers with new services and opportunities that follow technological development and greatly facilitate the application of banking services and products. Modern technologies and the fast pace of modern life, both private and business, require banks to adapt to the needs of their clients. The development of various applications and faster Internet, improve the level and speed of services that banks offer through applications. Also, with the increasing speed of service and easier access to new products, the profit of banks increases and customer feedback is easier to reach, which affects further development and application of new products and services. The application of mobile marketing differs from bank to bank. Mobile marketing has been present for years in two largest Croatian banks, Zagrebačka banka and Privredna banka Zagreb. We can consider these two as the forerunners of mobile marketing. For the purpose of this graduate paper, I did a face-to-face interview with a member of the marketing department of Zagrebačka banka