Mobile marketing in banking sector

Danas je teško naći industriju koja je imuna na trend digitalizacije - trend koji olakšava i ubrzava poslovanje, ali i donosi promjene na tržištu brže već ikad prije. Predstavnik trenda je razvoj informacijske tehnologije i to prvenstveno interneta koji omogućuje poduzećima lakše i brže komuniciranje kako s internim tako i s eksternim javnostima. Interaktivnost je karakteristika ovog medija koja omogućuje lakšu, bržu i efikasniju komunikaciju s ciljanim tržištem. Trendovi i razvoj tehnologije stvorili su današnje mobitele koji predstavljaju najosobnije medije i sastavni dio svakodnevice. Prepoznajući tako važnu ulogu mobilnih telefona u životu čovjeka, poduzeća su razvila komunikaciju s ciljnim tržištem putem mobilnih telefona. U tom smislu govori se o mobilnom marketingu kao sastavnom dijelu internetskog marketinga. Industrija u kojoj se posljednjih godina stavlja poseban naglasak na primjenu mobilnog marketinga su financijske usluge, a banke su postale pravi primjer korištenja mobilnog marketinga u svakodnevnom poslovanju. Usporedno tome, prihvaćanjem mobilnih telefona od strane mlade populacije, banke su uvidjele izrazito zanimljiv segment kojem posvećuju sve više pažnje – mladi. Stoga je cilj rada istražiti stavove i preferencije mladih koji su korisnici o mobilnom bankarstvu te razloge nekorištenja mobilnog bankarstva od strane istih. Provedeno je kvantitativno istraživanje pomoću anketnog upitnika na prigodnom namjernom uzorku. Ukupno je anketirana 121 osoba. Rezultati su pokazali kako većina mladih koristi mobilno bankarstvo kao primarno sredstvo obavljanja bankarskih usluga, zadovoljni su i preferiraju ga u odnosu na druge kanale obavljanja bankarskih usluga. Mladi koji ne koriste mobilno bankarstvo u pravilu ne koriste iz razloga što nemaju potrebu jer obavljaju mali broj transakcija, ali planiraju ga koristiti u budućnosti.These day is hard to find an industry that is immune to the trend of digitalization – a trend that makes business easier and faster, but also change a market even more. Representative of a trend is continuous research and development of Internet technologies, primarily the Internet, which enable companies easier and faster communication with internal and external publics. Interacivity is a feature of this media that enable easier, faster and more efficient communication with the target market. Trends and technology development have created today's mobile phones as a most personal media integrated in everyday life. Recognizing the importance of mobile phones in everyday life of a man, companies have developed communication with their target market via mobile phones. We talk about mobile marketing as an integral part of Internet marketing. Industry in which is special emphasis on the application of mobile marketing in recent years are financial services. Today, banks have become a good example of using mobile marketing in daily operations. In moment when young population recognized and accepted possibitilies of mobile phones, banks have realized their new target – young customers. This is reason why are the main goals of this thesis to explore the attitudes and preferences of young people who are users of mobile banking, but also reasons why they are still not using it. Quantitative research using questionnaire has been conducted ina n appropriate intentional sample of 121 people. The results showed that majority of young people use mobile banking as a primary channel of performing banking services, that they are satisfied and prefer mobile banking over other channels. Reasons why young peope don't use mobile banking is a small number of transactions they do, so in this moment they don't have a need, but they plan to use it in the future