Mobile marketing of banking entities as a brand value – enhancing tool and its perception from the perspective of consumers’ Generations X, Y, Z
Mobile marketing of banking entities as a brand value – enhancing tool and its perception from the perspective of consumers’ Generations X, Y, Z

Summary/Abstract: Due to ever-advancing technology increases the possibility of using mobile devices for marketing purposes. Mobile phone and thus the elements of mobile marketing can be used anywhere where is the signal coverage, and it belongs to one of the fastest growing and most targeted marketing methods. The paper deals with the mobile marketing of Slovak banking entities as a brand value-enhancing tool and its perception from the perspective of consumers’ generations X, Y, Z. By using methods of description, comparison, analysis and synthesis were defined the essence of mobile marketing, mobile marketing tools, its advantages and disadvantages. The paper also includes the analysis of the mobile marketing usage in Slovak banks and abroad. The important part of the paper represents the marketing survey focused on perception of mobile marketing by Slovak consumers’ generations X, Y and Z. Based on the results of the survey were proposed measures to improve the implementation of mobile marketing as a brand value-enhancing tool in Slovak bank entities.

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