Trends Report

Best Practices In Mobile Financial Sales

Digital Teams Must Use Context To Be Relevant And Earn Sales

February 27th, 2016
Alyson Clarke, Principal Analyst
Alyson Clarke Principal Analyst
Rachel Roizen, null
Rachel Roizen
With contributors:
Ellen Carney , Benjamin Ensor , Alex Causey

Summary

As mobile touchpoints displace PCs, branches, advisors, and agents at the heart of customers' relationships with financial services firms, digital executives need to step up their mobile marketing and selling efforts. Mobile offerings are improving, but firms need to do a lot more to cater to digitally savvy customers who want to research and buy financial products on their smartphones. Leading financial firms are succeeding by helping prospects with mobile tools and functionality across the purchase journey and by using context to create and deliver relevant marketing and sales messages that resonate with customers. This report examines key principles for implementing mobile marketing and sales, provides best-practice examples from financial services firms, and outlines key considerations for developing your mobile sales strategy. This report was originally published in August 2014; Forrester reviews and updates it periodically for continued relevance and accuracy, most recently in January 2016.

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