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Top Marketing Challenges for E/M-Banking (2/5)

Author: Stanley Thomas, Swati Mehta, Ritesh Dhawan
Published: October 03, 2011

Abstract:

Marketing cannot only be seen as an expense to avoid or incur as little as possible. Through marketing, customers are told about a service and how it addresses their need and gives them a reason to use the service. In case of e/m-banking, while there has been significant investment in marketing and promotions, not many providers (except for a few) have achieved significant scale in customer adoption. This note attempts to summarise the key challenges that the e/m-banking service providers face while promoting their services and also covers potential, actionable steps that could address the challenges.

Tags: Digital Financial Services , Agent banking , Strategic marketing , Product marketing , Mobile banking , India , Kenya , Papua New Guinea , East Africa , SE Asia , Eko , M-Pesa , Wizzit , MTN , BN103 , BN 103

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