This week, I'd like to share with you the story of two French financial institutions, both of which are successfully using the mobile internet to attract young consumers.
One company is adopting a straight-forward sales approach, providing information about financial products and a connection to sales agents. The other is undertaking a branding campaign with no direct sales component, the sort of advertising more generally associated with soft drink and alcohol companies.
For both groups, the youth – particularly those under the age of 25 -- are a critical target market, because if you choose a bank by your mid-twenties, you're likely to stick with it for the rest of your life.
It's a sign of the times that these mainstream “brick and mortar” companies are now making the mobile internet an integral part of their advertising strategies, particularly to reach out to the younger demographics.
Let's take a look . . .