• August 31, 2009

Mobile banking promotion is on the rise in direct marketing, according to Mintel Comperemedia.

In the first half of 2009, the phrase "mobile banking" appeared in banking direct mail offers more than twice as often as in the first half of 2008. Significantly more email offers also now mention "mobile banking", according to Mintel Comperemedia's analysis of email advertising from banks.

Financial institutions ranging from USAA, Bank of America and Wells Fargo to local credit unions all promote mobile banking in direct marketing. Mintel Comperemedia has tracked emails promoting iPhone Apps from banks like Wells Fargo. Other leading institutions continue to create new mobile applications, like USAA allowing customers to deposit checks by phone or Citibank's "Obopay" letting people send money via text messages.

"Mobile banking isn't new, but it's getting a huge push from the popularity of the iPhone and BlackBerry," says Susan Wolfe, VP of financial services at Mintel Comperemedia. "As more consumers adopt smart phones and adapt to truly on-the-go lifestyles, they're seeking banking applications and technology that keeps up with them."--Tanya Irwin