MARKETING STRATEGIES FOR ATTRACTING AND RETAINING USERS OF MOBILE BANKING APPLICATIONS

Abstract

In the context of rapid digital transformation, the banking sector is undergoing significant changes driven by the integration of innovative technologies and the growing demands of tech-savvy consumers. One of the most prominent manifestations of this transformation is the widespread adoption of mobile banking applications, which have become essential tools in enhancing financial accessibility, improving customer experience, and increasing operational efficiency. These applications allow users to perform a wide range of financial activities—such as payments, transfers, and account management—anytime and anywhere, which significantly changes the nature of client–bank interaction. However, the growing number of digital-only banks and fintech competitors creates new challenges for traditional financial institutions. Banks are no longer competing solely on interest rates or fees but also on the functionality, usability, and emotional appeal of their mobile platforms. In this regard, marketing plays a crucial role not only in attracting new users to mobile banking applications but also in fostering long-term loyalty, satisfaction, and engagement. An effective mobile banking marketing strategy must integrate personalized communication, data-driven decision-making, seamless user onboarding, and constant innovation in customer service. Furthermore, user retention becomes a key performance indicator, as it directly impacts customer lifetime value and the institution’s profitability. Academic interest in this topic is growing, especially as researchers seek to understand behavioral patterns, digital engagement metrics, and emotional drivers behind mobile banking usage. Given these trends, the study of marketing approaches in the mobile banking environment is timely and relevant. It contributes to the development of modern financial strategies, supports the adaptation of banks to the realities of the digital economy, and ultimately strengthens their competitive position in the global financial services market.