Citibank explores mobile marketing

Hong Kong - Citibank is tapping into mobile marketing with the launch of a series of banner ads via Gravitas' mobile advertising network to push sales for its loan services.

The ads are displayed on iPhone AM730, one of the leading free Chinese newspapers in Hong Kong, and Bus x Map Share, an application with public transport information.

Ricky Chu, business director of Gravitas, said mobile advertising allows instant interactivity to drive audience engagement, data acquisition and impulse buying while reaching audiences on-the-go.

"Mobile is performing much higher than traditional online branding across those metrics.

"The leading marketers aren't simply looking at it as an advertising or promotional channel but as a key element of consumer engagement and their overall marketing strategies."

Chu added that banking and finance, cosmetics and fashion brands are the early-adopters on mobile advertising, and they should keep exploring the various ad formats on mobile platforms such as branded mobile applications.

Last month, Citibank launched its mobile application ‘Citi Mobile' in Hong Kong, offering users banking services and products on their phones.

Maggie Yung, country marketing director of Citi Hong Kong, said almost one in two people in Hong Kong owns a smartphone and the bank understands their need to be serviced in a more mobile way.

Source: Mobile Friday