• by Mark Walsh  @markfwal, October 1, 2012

Underscoring the importance of mobile to BofA, the bank's mobile chief Marc Warshawsky said the last quarter was the first time BofA featured mobile in a mass media campaign. And while the bank started out working with mobile-focused agencies, larger digital agencies have now added mobile capabilities. "Mobile now is digital marketing," he said. Among the main mobile tools BofA has built are push alerts, mobile check deposit, its BankAmeriDeals rewards program extended to mobile, and mobile transfers between individuals. To get people to use these services, Warshawsky said its marketing efforts are centered on demonstrating value and convenience. And once people are in mobile, it then uses the medium to market other banking services to them.