Systematic framework for mobile application marketing strategies in banking service promotion
Posted: Dec 12, 2022
Abstract
The rapid digital transformation of banking services has created an unprecedented opportunity for financial institutions to reach customers through mobile applications. However, the challenge of effectively marketing these applications remains largely unaddressed by conventional marketing frameworks. Traditional approaches fail to account for the unique psychological barriers, regulatory constraints, and trust requirements inherent in financial service applications. This research addresses this critical gap by developing a systematic framework specifically designed for mobile banking application marketing. Mobile banking applications represent a distinct category within the broader mobile application ecosystem. Unlike entertainment or social media applications, banking apps must overcome significant psychological barriers related to financial security, data privacy, and transactional anxiety. Furthermore, the regulatory environment surrounding financial services imposes additional constraints on marketing approaches that do not affect other application categories. These unique characteristics necessitate a specialized marketing framework that can address both the technical and psychological dimensions of banking application promotion.
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