Interview: Santander on mobile marketing strategies

As smartphone penetration continues to grow, so to has mobile commerce – with figures estimating that there will be a staggering 33 million m-commerce users in the UK in the second quarter of 2016.

In response, both agencies and advertisers are developing new strategies as they adapt to the ways customers want to do business in the so-called app economy – a theme explored during a Mediatel event run in partnership with Fetch and Google this week.

Here, Newsline captures some key client-side insights via an interview with Santander’s chief marketing officer, Keith Moor.

In it, Moor discusss the impact mobile is having on advertisers, how it has affected his business over the last few years, and the strategies Santander is implementing to make mobile work for both the brand and its customers.

See also: Interview: Carat on how brands should approach mobile