Almost 9 in 10 marketers believe that card-linked marketing (CLM) – advertising directly through consumers’ online and mobile banks statements with targeted cash-back offers based on purchase history – has benefits, says Cardlytics in new research. The most commonly-cited benefit of CLM is its ability to reach loyal customers (49%), per the study, with many also touting its ability to help consumers save money (47%) and to target offers based on consumer purchase history (45%).
Other benefits cited by respondents include increased sales for retailers (43%), better ability to target new customers (41%) and improved customer satisfaction due to more relevant ads (33%).
Aside from targeted reach, respondents believe they can extract valuable information from CLM. Chief among those are consumer spending trends (64%) and where people shop during certain times of the year (63%), while a majority 56% also believe they can obtain information concerning the number of times consumers shop at certain stores in a year.
Given those responses, it’s not surprising that respondents feel CLM is most effective during the times of the year when retail marketing campaigns are in full swing, such as Christmas (66%) and the back-to-school shopping season (57%).
About the Data: The survey was fielded in October among 300 marketing professionals.
