Marketing strategies and security challenges during the launch phase of a digital banking product

Mirjana Kraljević

1 , Andreja Katolik Kovačević

2 Mirjana Kraljević

1 , Andreja Katolik Kovačević

2

Affiliations

1. University of Slavonski Brod, Trg I. B. Mažuranić 2, 35000 Slavonski Brod, Croatia
2. University of Slavonski Brod, Trg I. B. Mažuranić 2, 35000 Slavonski Brod, Croatia

Affiliations

1. University of Slavonski Brod, Trg I. B. Mažuranić 2, 35000 Slavonski Brod, Croatia
2. University of Slavonski Brod, Trg I. B. Mažuranić 2, 35000 Slavonski Brod, Croatia

Abstract: This paper investigates marketing strategies in the introduction phase of digital banking products, focusing on Addiko Bank's mobile application for personal finance. In the context of the digitalization of the banking sector and evolving user habits, the aim of this paper is to analyze how Addiko Bank promotes its mobile application, how it positions it in the market, and the effectiveness of the strategies implemented. The theoretical framework explains the phases of new product development and introduction, and analyzes the application of digital marketing, including tools such as social media, SEO, and user reviews. The empirical part of the paper presents a case study of the Addiko application and a comparison with competitors. The results highlight key challenges and advantages of digital marketing in banking and provide recommendations for more effective implementation of marketing activities in a digital environment.

Keywords: Addiko Bank, digital banking, marketing strategies, mobile applications, user security

Abstract

Summary: This paper examines marketing strategies in the introduction phase of digital banking products, focusing on Addiko Bank's personal finance mobile application. In the context of the digitalization of the banking sector and changing consumer habits, the aim of the paper is to analyze how Addiko Bank promotes its mobile application, how it positions it in the market, and how successful the applied strategies are. The theoretical framework explains the phases of development and introduction of a new product, and analyses the application of digital marketing, including tools such as social media, SEO, and user reviews. In the empirical part of the paper, a case study of the Addiko app is conducted, along with a comparison with competitors. The results highlight key challenges and advantages of digital marketing in banking and provide recommendations for more effective implementation of marketing activities in a digital environment.