Research And Markets Research And Markets

Trends in Credit, Debit and Prepaid Direct Marketing

  • ID: 605998
  • October 2007
  • VRL Financial News Publishing
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A time-saving, single-source reference on the latest trends and marketing techniques to maximise your credit, debit and prepaid cards programmes.

This report will help you:

- Acquire customers more profitably with cutting-edge customer acquisition tactics including: mobile marketing, data analytics, permission marketing, green marketing and more.

- Keep your customers longer and cross-sell to them more effectively.

- Improve your marketing efforts, from traditional mass-media to more targeted and personal approaches offered by new media channels, e.g. social networking.

- Find out what your customers want and provide them with a more engaging experience.

- Improve your campaigns by addressing cultural and regional issues to you and your customers’ advantage.

- Apply innovative practices from other industries to your customer acquisition and retention plans.

- Identify opportunities for global expansion into new and lucrative territories, including Asia, South Africa and the Middle East.

- Save time – the report collates unique data and research from dozens of sources.

Convenience in a single, authoritative, READ MORE >

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Executive Summary

Chapter 1: International industry overview: 2001–06
- Leading card issuers worldwide
- Total credit card marketing spending
- Marketing volume by channel
- Television
- Direct mail
- Internet/online marketing spending
- New interactive channels
- Data analytics
- Trends in offer types
- Trends in consumer behaviour

Chapter 2: Types of cards and loans
- Affinity/co-branded cards
- Cash back cards
- Charge cards
- Credit cards
- Corporate cards
- Rewards programs
- Going green as a marketing strategy
- Debit cards
- Contactless cards
- Contactless transit payments
- The Blink contactless card
- Mobile payment systems
- PayPal and other options
- Prepaid cards
- Gift cards
- Private-label cards
- Smart/contactless cards

Chapter 3: Challenges
- Competing for the card customer
- Technological issues
- Media and marketing
- The effects of change
- Trend 1: Are we approaching the end of a 15-year boom period?
- Trend 2: What has been the effect of consolidation in the US cards business
- Trend 3: What is the impact of interstate bank consolidation?
- Trend 4: As credit cards move toward becoming the dominant channel of unsecured consumer credit – and as a few major issuers grow to dominate the credit card industry – is new legislation ahead?
- What have credit card marketers learned from their mistakes, including the interest rate squeeze of the late ’70s/early ’80s and moving from free to fee and back to free again, as well as various delinquency debacles over the last 25 years
- The role of credit card issuers as “associations”
- Legislative issues
- Fair credit legislation
- Consumer privacy
- International issues
- Middle East/Islamic markets
- South Africa
- China
- Japan
- Other

- Chapter 4: Customer acquisition strategies
- Major acquisition channels
- Direct selling channels
- Mass/brand marketing
- Direct mail
- Retailers market differently than banks
- Direct response television (DRTV)
- Online marketing
- Mobile marketing
- Take-ones/events/on-street promotions
- Telemarketing/voice messaging
- Key acquisition tactics
- Creative
- List tactics
- Data analytics

Chapter 5: CRM strategies
- Activation/reactivation
- Balance transfer/consolidation
- Credit and application scoring
- Cross-selling/upselling
- Customer service/satisfaction
- Loyalty/rewards programs
- Merchant-specific promotions
- Offers
- Opt-in vs. opt-out
- Double opt-in – worth the trouble?
- Partnership marketing
- Ongoing customer messaging
- Personalization techniques
- Strategies for increasing spending per account

Chapter 6: Trends in metrics/ measurement
- Start with good data
- Net Promoter ScoreTM
- Marketing performance dashboards
- Cost per acquisition
- Credit scoring
- Cross-selling/upselling
- Customer retention
- Customer satisfaction
- Lifetime value
- Return on customer
- Rewards programs
- Online
- Email
- Website
- Pay per click
- Multi-channel integration
- Return on investment
- Word of mouth/viral marketing

Chapter 7: Relevant best practices from other industries
- Social networking
- Permission marketing
- Mobile marketing
- Green marketing
- A single source of data
- Data analytics
- Data mining
- Marketing mix models
- E-newsletters/email marketing
- Data co-ops
- Personalization
- Creative
- Digital print-on-demand
- Online landing pages
- Registration/co-registration

Chapter 8: Conclusion
- The card conundrum
- Legislation a tall hurdle
- Very targeted marketing
- The acquisition process
- CRM and retention
- Measuring success
- A look outside the industry

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Offering a highly practical approach, the report advises you on best practices in these key areas:

1. Customer acquisition strategies
- How can you better define customer types to improve your targeting?
- What are the major points to consider when launching an online or mobile marketing campaign?
- How can events, promotions, telemarketing and voice messaging be aligned to drive new business?
- What’s next after the 0% offer?

2. Customer retention strategies
- 15 reasons customer retention strategies fail and 15 strategies for success.
- What are the best practices in activation/reactivation?
- What opportunities can you use to maximise cross-selling and up-selling?
- What are the pros and cons of opt-out, opt-in and double opt-in?
- How are loyalty cards and rewards-based programmes raising the bar of consumer expectation? How can you maximise the huge potential of your loyalty programme to create a complete customer profile and clear competitive advantage?

3. Trends in customer acquisition and retention metrics and measurement tools
- With best practice examples from major banks such as Citibank, this section includes invaluable advice on: marketing performance dashboards, calculating lifetime value, loyalty, web and email metrics, as well as how to apply Fred Reichheld’s Net Promoter ScoreTM.

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Josh Moritz has over 25 years experience in direct and interactive marketing for the B to B and B to C worlds, online and off-line. Co-Owner/Managing Partner of Customer Growth, he teaches direct marketing at New York University and the American Management Association. He and his company have provided consulting and program execution for clients like Citibank, Chase, Washington Mutual, Bank of NY, American Express, Bozano Bank, KeyCorp Bank, DLJdirect, MasterCard International, Novartis, KeySpan Energy, Remy Martin, Weekly Reader and Colgate Palmolive. Prior to Customer Growth, he owned DMTG, a direct marketing agency that was acquired by Earle Palmer Brown in 1999.

Peter Blau is Co-Owner/Managing Partner of Customer Growth. Prior to Customer Growth, he was with Blau Marketing Technologies, most recently running the European network called Blau Tequila. He has worked on accounts like Citibank, Intuit, VantisLife, Chase, AOL, Oxford Health Insurance, ITT Hartford, Fleet, Gerber Life Insurance, The Prudential, Cigna, Diners Club, Smith Barney, First Chicago, Bell Atlantic, IBM, Charles Schwab, Dreyfus Funds, MCI Worldcom, Pacific Bell and Visa. He has been honoured with direct marketing awards, including the John Caples Award, a Gold Echo from the Direct Marketing Association and elected as the 1997 Chairman of Direct Marketing Days/New York.

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Note: Product cover images may vary from those shown