The company is targeting consumers with the mobile ad to find out what their preferences are. Consumers can complete the entire survey for a chance to win one of 10 prizes.

Mobile survey
The Citi mobile banner ad reads “From rain boots to swimming pools.”

Consumers can tap on the ad to expand it.

The expandable ad reads “Earn points on all your purchases, no matter what the forecast. The Citi ThankYou Premier Card.”

There consumers can take the survey or learn more about Citi’s card.

If users choose to take the survey, they have to enter their 10-digit mobile phone number at the end of the poll.

This helps the company builds its mobile database and learn more about its existing or new customers.

Survey questions ask consumers about financial institutions such as Chase, Citi, Bank of America and Capital One and help the company better understand what users want out of their banking experience.

Mcommerce effort
Citi has been expanding its mobile efforts.

The financial services giant has applications for Google’s Android and Apple’s iPhone and iPod touch, a mobile Web site that is optimized for smartphones and Citi text banking, which lets customers check their account balances, view recent activity and see credit card statements via SMS. In addition, Citi is integrating social media into its mobile platforms.

Earlier this year, Citi placed itself at the center of its customer engagement strategy, with cost-cutting and revenue-generation significant fringe benefits (see story).

Recently, the company rolled out a mobile tablet-based suite of capital markets that delivers content designed specifically for clients. The Citi Issuer Access service is a tablet-based suite designed specifically for issuers involved in the capital formation process.

As part of the initiative, clients will receive a dedicated tablet preloaded with a suite of applications such as a real-time view into the order book, access to investor profiles, roadshow travel, meeting schedule, post-pricing investor relations services and support (see story).

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York