2003)state in their analysis of the impact of technology-mediated sales on the customer behaviour. According to them, the adoption of technology-mediated communication on channel partner relationships really influences the customer satisfaction since this technology is found to have significant, positive, direct effects on future intentions.
In order to illustrate the above stated as well as the power on technological innovation applied to marketing, this paper will focus on the HSBC bank latest marketing and communication campaigns, offering a brief but comprehensive review on the achievements of this marketing initiative, as well as the coherence and accordance of their strategic marketing campaign, the use of new technologies and HSBC core values.
Bearing in mind HSBCs motto "We are the world's local bank", it is easy to understand the banks effort to address and reach every one of their potential customers. Headquartered in London, HSBC is one of the largest banking and financial services organisations in the world, with an international network that comprises over 10,000 offices in 83 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa. With listings on the London, Hong Kong, New York, Paris and Bermuda stock exchanges, shares in HSBC Holdings plc are held by around 200,000 shareholders in some 100 countries and territories. The shares are traded on the New York Stock Exchange in the form of American Depositary Receipts.
Through an international network linked by advanced technology, including a rapidly growing e-commerce capability, HSBC provides a comprehensive range of financial services: personal financial services; commercial banking; corporate, investment banking and markets; private banking; and other activities1.
It appears to be logical that such an international and new technology-oriented company seek for the perfect marketing strategy within the newest communication tools. This corporate features have led the Hong Kong Bank to put in practice one of the most comprehensive and celebrated Marketing Communication Campaign in the past couple of years. It happened to be not only logical but also coherent and even expected that a company that always proudly offers the latest and trendiest way of financial services as commercial banking; corporate, investment banking and markets; or private banking, resort also to the most innovative manner to present them to the customer.
In the last two years, HSBC Marketing and Communication responsible have turned to Mail-listing, Bluetooth, You Tube, Facebook or Google to advertise its services, in a wise attempt to touch their clients wherever they are, following their corporative slogan.
2. Technological Innovation, a Marketing approach
Technology innovation has always been a hot issue as it is continuously attracting the attention of trend setters or new markets discoverers, boosted for a increasingly competitive market with limited customers. Even thought, many of the inventions we take for granted today lay unused and unappreciated for years before they finally made it to the marketplace. For example, it was just in the 1980's when Steve Jobs2 took a 1960's invention (the computer mouse) and