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BizReport : Advertising : May 01, 2015


Consumers find card-linked marketing helpful for special occasions

Using card-linked marketing to help with special occasions such as Mother's Day is something that the majority of Americans would embrace, according to insights gleaned from a survey by data and advertising company Cardlytics.

by Helen Leggatt

In their independent, third party survey of more than 2,000 U.S. consumers, Cardlytics found that many are open to their purchase data being used to provide them with relevant advertising through their online and mobile banking applications.

Overall, more than half (51%) of those surveyed felt that card-linked marketing would help them make their dollars go a bit further and 32% said it would help them discover new places to shop. Thirty-one percent said it would enable them to shop with their favorite brands more and allow them to make purchases they had been saving for.

Card-linked marketing aimed at major holidays and life events is something that the majority (83%) said they would be likely to use, with most saying it would be most helpful during Christmas/Hanukkah and birthdays (55%). Half (49%) would be likely to use card-linked marketing for vacations, 33% for Mother's Day, 30% for anniversaries, 27% each for family outings or Valentine's Day and 25% for a date night.

"Very rarely do you get a majority of Americans saying they want any kind of marketing, but in the case of Card-Linked Marketing, it is clearly a win-win," said Kasey Byrne, Senior Marketing Advisor for Cardlytics. "Consumers see Card-Linked Marketing as a valuable service from their bank that helps them save on the things they buy every day. Retailers, restaurants and brands see Card-Linked Marketing as a new, highly effective digital media channel. Banks use Card-Linked Marketing to deliver improved customer engagement, loyalty, bank card usage and spending."

Tags: advertising, marketing, mobile banking, online banking










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