The document outlines mobile marketing strategies for the financial services sector, emphasizing the importance of customer engagement, convenience, and personalization. It details various tactics such as SMS, mobile apps, and analytics, while highlighting industry trends and the increasing adoption of mobile banking. The conclusion stresses that successful mobile marketing will prioritize delivering valuable content swiftly to consumers' mobile devices.

1. Mobile Marketing for Financial Services
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An overview of concepts, strategies, tactics
GEICO Auto Loan: and technologies for mobile enabling the
$2325 financial services industry.
Prepared by:
Michael Ahearn, VP Strategic Marketing
michael.ahearn@iloopmobile.com

2. About iLoop Mobile
• Leading technology and services making it fast
and easy to create, manage and analyze mobile
marketing campaigns and content delivery
initiatives worldwide
• Award winning iLoop Mobile Platform is a self-
service SaaS solution with open APIs for creating
state-of-the-art SMS campaigns, mobile sites,
mobile coupons, mobile-enabled Web sites and
other mobile marketing initiatives
• Industry leader in mobile marketing strategy,
managed service campaign delivery and
professional services
• Customers include Fortune 500 brands, agencies,
media companies, and other tier-one companies

3. What Mobile Means to Financial Services
Mobile is mission critical to the finance industry’s present & future customer interaction:
• Increase customer “stickyness”
• Bank the “unbanked” in emerging markets
• Help cut costs and automate
• 24/7 always on access to any information
• Key to mobile financial services marketing: convenience & personalization
• Everything must have intrinsic value to the customer—less marketing fluff
• Utility is a core function of financial services marketing

4. Convenience & Personalization/Relevance
Hello John, The Union
Square branch has
special SF rates for new
home mortgages. Your
Alert: Interest rates are
now below 5% Stop by
122 Kearney St.

5. Key Marketing Objectives Served by Mobile
Customer Acquisition
• New customers (young/student)
• Loans and new accounts
• Credit card sales
• Small business accounts
Retention & Loyalty
• Content delivery
• Alert sign up rewards and value add messaging
• Promotions and incentives
Brand Awareness & Positioning
• New services or programs
• Sponsorships
• Events
• Value added information and content
Cross Sell/Up Sell
• Increase “share of wallet”

6. Mobile Tactics
• SMS
• MMS: advantage of unlimited text
• Mobile Internet
• Apps: their utility merits a permanent place on users’ phones
• Mobile Enabled IVR (integration of text and voice calls)
• Mobile Incentive Marketing & Promotions
• Location Aware Messaging (LBS), Geo Fencing, Augmented Reality
• UPC/2D barcodes and picture recognition
• Search Marketing
• Display advertising
• NFC to replace debit card with mobile wallet + content delivery
160M (69%) 97M (42%) 76M (33%) 234M (100%) 14M (6%) 90M (38%) 93M (38%) 98M (42%)
Voice Video
1.5M (<1%) 14M (6%) 194M (83%)
Comscore March 2011 data across all 234M US mobile subscribers

7. The Impact of the Smart Phone
US smart phone penetration Dec. 2010: 27%
EU smart phone penetration Dec. 2010: 31%
Looking Ahead End of 2011 Estimates:
Mobile Subscribers: 300M+
Smartphone User Base: 150M
31% Mobile Internet Users: 120M
Mobile Video Viewers: 90M
Nielsen Nov. 2009
US SMART PHONE PENETRATION
MARCH 2011
BY END OF 2011… 50%

8. Mobile Finance in the US
• 29.8 Million accessed bank, credit or brokerage accounts with a mobile device (Comscore
Dec. 2010)
• 54% increase year to year
• Mobile sites are preferred, 18.6M accessed (up 58%) compared to apps 10.8M (up 120%)
• 8.1M used SMS services
• 20% of all mobile phone owning credit cardholders report using their handset to manage
their bank accounts during the past twelve months
• 16% of mobile users access their card issuer’s site through a mobile browser, while 13%
do so via mobile application
Forrester “State of US Banking 2011”
• Adoption of mobile banking amongst US online adults has doubled in past 2 years
• Predict will grow 20% year on year for the next 5 years
• 22% say mobile banking is either “very important” or “important” for banks to offer
• Used mostly for informational purposes
ü 0% check account balances
7
ü 3% view transactions
3
In the US, Bank of America is a
ü 0% transfer money
3 leader of m-banking. Launched in
ü 7% for paying bills
2 May 2007 it now has 1.5 million
subscribers. (ABI Research)

9. Business Models for Mobile Marketing Practice
• Platform (SaaS) with API Integration
• Managed Services
• Point Solutions & Proprietary Development
• Hybrid
MARKETING
Strategy AGENCIES
Creative
The building blocks of mobile
marketing… EXPERTISE
Execution TRIANGLES
Mobile Analytics &
Measurement
Mobile Enablement
TECHNOLOGY
Platform PROVIDERS

10. Financial Services Verticals
Enterprise Internal Messaging (IT Team)
• Internal messaging to sales or support teams
• B2B messaging or communications
Pure Mobile Marketing Initiatives (Marketing Team)
• SMS: alerts, coupons, promotions, quiz, polls, surveys, content delivery
• MMS: deliver video, images, games
• Event and co-op campaigns
• Mobile sites for content and information outside of business services
• Apps
Business Services (Product Team)
• Account alerts
• Account management via mobile web/apps
• Transactions
• Transaction verification
• Customer service

11. Mobile Marketing for Finance Today
• Account SMS Alerts (balance, overdraft, fraud etc. every bank today)
• Mobile sites & apps for account info
• Direct check deposit (Chase app—take a picture of a check and deposit it)
• Delivery of one time passwords via SMS for online banking (Paypal & top US banks)
• Money transfer alerts (Western Union)
• Loyalty rewards via mobile (mobile rewards and content for existing loyalty programs)
• Mobile Promotions & Incentive Marketing ($100 to open an account, ringback ads for free
minutes)
• Brand and services awareness (mobile sites and apps with loan info and other bank
services)
• Customer help (dropped loans recovery)
• Value add information (stock quotes, interest rates)
• Coupons (Amex purchases…incentives for use of card and upsell of more cards …no
coupon, it just credits your account)

12. Deutsche Bank: Internal Enterprise Messaging
• Deutsche Bank integrated SMS with
help and support system for IT
support
• Like as SAP system integrated with
SMS communications
Escalation Level 5
• Example: ATM machine goes down,
Ticket IN1184437
field repair gets the ticket via SMS Priority repair ATM #
453321
• SMS has replaced pagers due to Branch Contact James
Walker
ubiquitous global penetration and use
• The mobile advantage: system
provides centralized management of
IT messaging

13. Western Union: Customer Account Communications
SMS, mobile Internet and
mobile-enabled online Web
sites. Key solutions provide
SMS verification of money
transfers to customers in 44
countries worldwide.
• SMS verification allows Western Union
to identify the receiver of money
transfers to build customer base
• Western Union mobile site for mobile
services information and opt-in
• Mobile site provides retail locations,
coupon promotions, money transfer
tracking, mobile greeting cards and
more
• Online Website for sign-up of SMS
money transfer verification
MARKETING CAMPAIGNS
• Mother’s Day “send a bouquet of
flowers” mobile greeting card campaign
• US Hispanic demographic SMS
campaign “Orlandi Valuta” with SMS/
IVR integration for money transfer
discount coupons
• “Happy Wednesdays” SMS coupon
promotion for transfer discounts

14. Amex Open Forum: The Small Business Social Club
Social is Mobile | Mobile is Social CONTENT
ACROSS
DEVICES
http://www.openforum.com/
http://www.openforum.com/mobile
SEED
CONVERSATONS
http://www.openforum.com/whatsbooming THROUGH
THOUGHT
LEADERS

15. Financial Services Marketing Worldwide
Barclays: SMS Follow Up Service Pageonce: Unified Personal Accounts Local Promotion
50% conversion of incomplete loans Top 5 iPhone Productivity App, 3M users Xmas Weekend UK Campaign
300% greater success than email 10,000 downloads/day at launch FIFA 2010 WC Soccer Alerts
US Bank AccelaPay CIBC App for Home Buyers Bharti Airtel
First full bill pay for prepaid card Suite of mortgage tools for house hunting SIM card payment app
2011 Paybefore Award winner Request for locked interest rates Carrier network mobile wallet

16. Bankinter: Advanced Mobile Capabilities
Augmented Reality: Bankinter
iPhone 3Gs/4G & Android App
Video camera on iPhone is used to
“see” live surroundings
• ugmented Reality technology
A
overlays geo-relevant info and graphics
in real time over what you are looking
at using your phone camera
• ses camera, GPS, compass and
U
movement sensors
• ffice and ATM location maps and
O
directions
• ther important info provided per
O
location (handicap access, hours,
distance)
• econd layer providing info on
S
residential and commercial property for
sale. Focus camera on a specific
building for info including price, size,
pictures, property characteristics etc.

17. Takeaways: Best Practices for Mobile
• Think Objective, Strategy then Tactic
• Don’t get distracted by sexy technology—make sure tactics have a measurable objective
• Adapt your tactics to the ever changing channel preferences of your customers
• Work with a mobile solutions platform that already takes care of regional compliance and
privacy regulations
• Integrate mobile with existing CRM data—you should work with a Master Persona of your
customer
• There is no such thing as mobile marketing—only mobile enabled marketing. Integrate
mobile campaigns with other digital and traditional media.
• Leverage the power of customer mobile opt-in via the Internet to capture preference and
profile for future segmented messaging
• Understand the regional adoption of handsets and their feature adoption with your target
customers
• Understand mass marketing vs. niche marketing in mobile
Conclusion:
The challenge and opportunity of mobile marketing for financial services is to discover what
content or information is valuable to the customer, and then delivering it quickly and
conveniently to their mobile device…it is not advertising as we’ve know it.
For financial services, this will be dominated by utility, with other opportunities to engage.

18. Thank You
Visit www.iloopmobile.com to learn how we can help you mobile
enhance your health care marketing.
Contact sales@iloopmobile.com (408) 907-3360 and we’ll help you
get started.
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