Mobile marketing in banking sector and its impact on the consumers' purchasing decision in Yozgat

Today, advances in the technological field have a positive impact on the producers and consumers. Especially the entry of internet into every aspect of life has brought about the emergence of mobile communication. With mobile communication, it has been paved the way for consumers reaching easily to their needs and also for businesses being able to respond quickly to consumers' requests. Rapid changes in the mobile communication technology have enabled businesses to change and diversify the marketing strategy. Because of widespread use of mobile communication devices, businesses have begun to pay more attention to the mobile marketing. The banking sector is one of the sectors that is carried out the activities of mobile marketing in an intensive way. Mobile marketing and mobile advertising tools are in an indispensable position for the banks that want to get in touch with the constant customers and also to reach to the potential customers quickly and effectively. Because recently the mobile channels have been begun to use as a marketing option in banking, it makes the subject important to research. Therefore in this study, the viewpoints of the consumers living in Yozgat province about the mobile marketing and advertising activities of the banks were investigated. In this direction, a survey was carried out on 400 consumers in the city center of Yozgat. Survey data were analyzed with SPSS. According to the results of analyses, it was concluded that viewpoints of the consumers living in Yozgat about the mobile advertisings coming from the banks are negative. However, it was determined that the degree of consumers' agreement with the statements related to mobile marketing and advertising are differentiated.