Journal of Financial Services Marketing

, Volume 20, Issue 4, pp 273–281 | Cite as

Technology and financial services: Marketing in times of U-commerce

  • Stacey Morrison
  • Leyland Pitt
  • Jan Kietzmann
Original Article


This article revisits and uses the so-called U-Commerce framework to challenge financial services marketing decision makers to consider reformulating marketing objectives in an age of ubiquitous technological networks. It outlines the 4 U’s of U-Commerce – ubiquity, universality, unison and uniqueness, and revisits the original framework used to conceptualize U-Commerce. Then it identifies and describes four broad marketing objectives that financial services marketers can strive for, including amplification, attenuation, contextualization and transcension. Four broad marketing strategies can be used to achieve these objectives, namely nexus marketing, sync marketing, immersion marketing and transcension marketing. Examples specific to financial services marketing are used to illustrate and discuss these strategies.


financial services marketing U-commerce amplification attenuation contextualization transcension 


  1. Arnould, E.J. and Price, L.L. (1993) River magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research 20 (1): 24–45.CrossRefGoogle Scholar
  2. Cairncross, F. (1997) The Death of Distance: How the Communications Revolution Will Change Our Lives. London, UK: Orion Business Books.Google Scholar
  3. Cata, T. (2006) Challenges and opportunities of silent commerce – applying radio frequency identification technology. Journal of Internet Banking and Commerce 11 (1),
  4. Duffy, M. (2014) Google’s prototype ‘smart contact lens’: Measuring blood glucose levels for people with diabetes – VisionAware blog – VisionAware,, accessed 8 August 2015.
  5. Hernaes, C.O. (2015) The sharing economy and the future of finance,, accessed 9 July 2015.
  6. Junglas, I. and Watson, R. (2003) U-Commerce: A conceptual extension of e-commerce and m-commerce. International Conference on Information Systems (ICIS) 2003 Proceedings, Seattle WA, Paper 55.Google Scholar
  7. Junglas, I. and Watson, R.T. (2006) The u-constructs: Four information drives. Communications of the Association for Information Systems 17 (1): 26.Google Scholar
  8. Kietzmann, J. and Canhoto, A. (2013) Bittersweet! Understanding and managing electronic word of mouth. Journal of Public Affairs 13 (2): 146–159.CrossRefGoogle Scholar
  9. Kietzmann, J., Plangger, K., Eaton, B., Heilgenberg, K., Pitt, L. and Berthon, P. (2013) Mobility at work: A typology of mobile communities of practice and contextual ambidexterity. The Journal of Strategic Information Systems 22 (4): 282–297.CrossRefGoogle Scholar
  10. Lenton, D. (2015) The internet of things. Engineering & Technology 10 (7/8): 94–95.CrossRefGoogle Scholar
  11. Lewis, A. (1971, March 15) Dear Scoop Jackson. The New York Times 37.Google Scholar
  12. Nysveen, H., Pedersen, P.E. and Thorbjørnsen, H. (2005) Intentions to use mobile services: Antecedents and cross-service comparisons. Journal of the academy of marketing science 33 (3): 330–346.CrossRefGoogle Scholar
  13. Peppers, D., Rogers, R. and Dorf, R. (1999) Is your company ready for one-to-one marketing? Harvard Business Review 77 (1 (January-February)): 151–160.Google Scholar
  14. Pine, B.J. and Gilmore, J.H. (1999) The Experience Economy: Work is Theatre and Every Business a Stage. Boston, MA: Harvard Business School Press.Google Scholar
  15. Pitt, L.F., Parent, M., Junglas, I., Chan, A. and Spyropoulou, S. (2011) Integrating the smartphone into a sound environmental information systems strategy: Principles, practices and a research agenda. Journal of Strategic Information Systems 20 (1): 27–37.CrossRefGoogle Scholar
  16. Sheng, H., Nah, F.F.H. and Siau, K. (2008) An experimental study on ubiquitous commerce adoption: Impact of personalization and privacy concerns. Journal of the Association for Information Systems 9 (6): 15.Google Scholar
  17. Siegel, J. and Shaughnessy, M. (1996) An interview with Bernard Weiner. Education Psychology Review 8 (2): 165–174.CrossRefGoogle Scholar
  18. Simon, H.A. (1976) Administrative Behavior: A Study of Decision-Making Processes in Administrative Organization. 3rd edn. New York: Free Press.Google Scholar
  19. Taleb, N. (2001) Fooled by Randomness: The Hidden Role of Chance in the Markets and in Life. New York: Texere.Google Scholar
  20. Watson, R.T., Berthon, P.R., Pitt, L.F. and Zinkhan, G. (2004) Marketing in the age of the network: From marketplace to U-space. Business Horizons 47 (6): 33–40.CrossRefGoogle Scholar
  21. Watson, R.T., Pitt, L.F., Berthon, P.R. and Zinkhan, G.M. (2002) U-Commerce: Expanding the universe of marketing. Journal of the Academy of Marketing Science 30 (4): 329–343.CrossRefGoogle Scholar
  22. Yadav, M.S. and Varadarajan, P.R. (2005) Understanding product migration to the electronic marketplace: A conceptual framework. Journal of Retailing 81 (2): 125–140.CrossRefGoogle Scholar

Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2015

Authors and Affiliations

  • Stacey Morrison
    • 1
  • Leyland Pitt
    • 1
  • Jan Kietzmann
    • 1
  1. 1.Beedie School of BusinessVancouverCanada

Personalised recommendations