Preliminary communication
Marketing strategies and security challenges in the launch phase of a digital banking product
Marijana Kravljević
; University of Slavonski Brod, Trg I. B. Mažuranić 2, 35000 Slavonski Brod, Croatia
*
Andreja Katolik Kovačević
; University of Slavonski Brod, Trg I. B. Mažuranić 2, 35000 Slavonski Brod, Croatia
* Corresponding author.
Abstract
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.
Keywords
Addiko Bank, digital banking, marketing strategies, mobile applications, user security.
Hrčak ID:
337365
URI
Publication date:
31.10.2025.
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