It’s time to think about how our apps can be put to work for the sake of the financial. Think of them beyond just a transaction platform or as a way to push advertisements out.

There’s been much talk about expanding the reach and power of mobile banking apps for banks and credit unions. To turn them into a trusted point of contact for customers and where customers can do more with their financial institution other than performing basic transactions and depositing checks. A huge growth area with the concept of expanding mobile applications lies in the idea that financials can tap into data collected by the app to interact on a personal level with customers.

Digital Campaigning

One doesn’t have to look too far to find examples of how mobile apps can be more than just a transaction interface. Take 2016 presidential candidate Ted Cruz, for example. (This blog post is by no means an endorsement for, or stump for, the candidate.) The Cruz campaign has wielded their creativity on the campaign app to let Cruz supporters and voters help them with a big problem faced by any candidate – connecting on a personal level with voters.

In short, it works like this: the Cruz Crew app operates like a game. After downloading and entering in all of your personal information (read: data for the campaign), users then earn points by performing certain tasks. Making a donation to the campaign earns you 10 points. Sharing a message supporting Ted Cruz on Facebook will earn you 5 points for every ‘Like’ you get (read: data on your social network). Accessing your phone’s contact list? That’ll net you 250 points (read: data on your closest friends and family).

Cruz supporters are essentially handing the campaign fresh, relevant data, which allows them to better market to potential voters, and find out which issues matter the most to voters in specific parts of the country.

Through A Different Lens

Now think about this in terms of how a bank or credit union’s mobile app can help you connect with your customers on a one-on-one level. Or, better yet, how tools integrated into the app can help spread your message across your customers’ social networks. What better way to foster support of your brand than through messages put out by your own support network?

For example: a mother, knowing her son is looking for a new car, shares your auto loan rate promotion with him on Facebook or via email…all from seeing a piece of content or advertisement in your mobile app.

It’s time to think about how our apps can be put to work for the sake of the financial. Think of them beyond just a transaction platform or as a way to push advertisements out.

Can your app do that?

Want to know more about what makes MarketMatch tick? Check out our YouTube Channel for short video blogs about financial marketing, or contact us about speaking opportunities to bring our marketing ideas to your next conference.

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