Commentary

CLM Could Replace Email, Search, Coupons, Newspaper, TV Advertising, Study Suggests

clmSome 48% of marketers participating in a study about card-linked marketing believe CLM can replace traditional marketing strategies. About 48% said the media can easily replace email offers; 48%, coupons; 30%, newspaper advertising; 29%, search advertising; and 24%, TV advertising.

While you might want to take the replacement suggestions with a grain of salt, the 2013 State of CLM study done by Cardlytics, which focuses on CLM, reveals that 87% of the 300 marketers participating in the study believe there are benefits to CLM beyond traditional coupons.

Aside from the 47% who believe it helps consumers save money, 49% believe CLM offers a better ability to reach loyal customers; 45%, provides the ability to target offers based on consumer purchase history, 43%, delivers, increased sales for retailers; and 41%, better ability to target new customers.

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About 33% also believe CLMs improve customer satisfaction due to more relevant ads, and 27% believe it gives more precise measurement of marketing campaign results.

A sample study done in early October found that 87% believe in benefits related to card-linked marketing (CLM) focusing advertising and targeted cash-back offers through consumer online and mobile bank statements based on purchase history.

Marketing professionals also shared the times of the year that they feel CLM becomes most effective. Some 68% said Christmas; 57%, back-to-school shopping season; 45%, times when consumers need to save money; 37%, annual sales; 32%, before payday; 32%, when there are economic concerns; 30%, summer vacations; and 24%, tax day.

Consumers also like to see some products more frequently than others. Some 74% of marketers believe consumers like to see grocery CLM deals; 71%, gas and convenience items; 66%, restaurants; 53%, apparel; and 53%, movies and entertainment.

When Cardlytics asked marketers what information about consumers would be useful for them to develop strong marketing campaigns, 64% said consumer spending trends, 63% said where people shop during certain times of the year, and 40% said where consumers shop after stopping to shop with their company.

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