Report: Consumers Prefer Receiving Credit Card Information Via Email, Targeted Approach Best For New Business

Author:

Gavin O'Malley

Source:

Marketers able to mount multichannel, highly targeted ad campaigns are well positioned to capture a piece of the lucrative credit card business, according to new research from direct marketing agency Epsilon.
 
"Consumers want and expect to receive information that is relevant and personal, especially when it comes to financial services marketing," said Michael Penney, EVP of Epsilon's Strategic & Analytic Consulting Group. "In order to engage consumers and create unique experiences, marketers need to focus on asking questions and understanding what consumers want and how to engage with them."
 
More than half of consumers surveyed were unsure of what credit card company they were going to use when opening up a new account. Only 34% of consumers surveyed definitely knew which company they would go with, while over four in ten consumers chose a company with which they already had accounts.
 
The most influential sources of information were friends and family, followed by a financial advisor, brand Web sites, and product review Web sites....
 
Click here to read the full article.