Paid Marketing Write For Us – Retail marketers are continually looking for more effective ways to allocate their budgets and increase their incremental revenue. The promise of results-based marketing and a target Cost Per Action (target CPA) model is beneficial to all parties involved. Marketers can thus target their target audience based on their browsing and search history, or their activity on social networks. They get waterproof of ROI and sometimes only pay marketing providers when their chosen goal is achieved – the tailored CPA model. Thus, ad providers, whether they are a publisher, network, or marketing platform, charge a competitive rate and have an incentive to meet advertisers’ goals.
However, one set of data that these platforms cannot use is payment data. What information is more powerful than knowing where your target customers regularly shop, with date and time, how often, and for what value? Payment Marketing relies directly on using this valuable data to generate more sales, online and in stores, and for each customer segment, creating a huge impact on business goals.
What exactly is Payment Marketing?
Paid marketing is a performance marketing channel that uses payment data to target potential leads and existing customers based on their purchasing behaviors.
Unlike browsing activity, search history, or user rendezvous seen on social media, payment data gives marketers a comprehensive view of a company’s online and in-store purchase history. audience. This allows them to dive into a sea of potential targeting opportunities and come up with the most precise campaign strategies to support their business goals. Payment Marketing is the perfect canal to support marketing efforts in customer acquisition, retention, increased purchase frequency, and gaining market share from the competition.
Who provides the Payment Marketing?
The industry is very young, but it is rapidly maturing with a large number of Payment Marketing providers joining the fray. Different types of Card-Linked Offers (CLO) programs and offers have laid the foundation for Payment Marketers to gain access to payment data from a linked card and, in homecoming, send targeted offers to different customer segments.
Players like Joko, for example, who is exploiting the CLO approach in France by linking payment cards to their app, where users can browse and select offers that then trigger a promotion or reward opportunity, come to mind. However, instead of instantly receiving a cash reward, most apps use a system of points that users accumulate for their purchases and can then convert into cash deposited on the linked bank card.
Where PayLead’s service differs is in the aforementioned use of Account Linked Offer (ALO®) technology that links user participation to a reward at the level of their bank account rather than a single payment card. This confirms that a reward can be sent directly to a bank account without an exchange of arguments. It also allows for an intact shopping journey that doesn’t force the user to click on a suggestion to activate a reward. Users can simply make buying online or in-store from partner brands and receive the cash reward directly into their bank account.
How does it work?
Payment Marketing solutions follow the same logic as other data-driven marketing platforms. A marketer chooses his segmentation criteria, sets an end goal, and decides on a return-on-investment (ROI) target. The ad is then existing to the target audience in the hope that they will purchase from the advertiser’s physical store or online store. Once the goal is grasped, the marketing platform recognizes the consumer’s action and attributes the conversion to the channel that engages the buyer through your website or mobile app.
Welcome to a world without Cookies
Since the fuel of this marketing channel is payment data, Payment Marketing does not rely on traditional online traffic measurement methods or customer journey markers known to all as cookies.
This is good news, considering the ambiguous future of third-party cookie tracking systems. With major players like Google’s conclusion support for third-party cookies in 2022 and Internet browsers introducing new features to block tracking, added to the growing adoption of ad-blocking programs, the future of marketing will have to look elsewhere. These hurdles combine with increasing complexity for advertisers to establish fair and consistent attribution rules in cookie-based tracking.
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At PayLead, we spend a lot of time and effort building the Great Wall of China between a user’s personal information and payment details. In other words, we proactively ensure that we never receive personal information in connection with a transaction. We do not have access to the names, gender, emails or phone numbers of our audiences. We also cannot collect information about your online tours. Therefore, cookies are not only useless in Marketing but also go against the essential idea of customer pseudonymization, which is a prerequisite for people to consent to share their financial data.
Real success stories with Payment Marketing
The partnership between Paylead and Franprix, one of the largest supermarket chains in France, has already effectively implemented various Payment Marketing campaigns. This association was awarded in 2020 with the LSA “Drive-To-Store” award.
When Franprix and PayLead teamed up to implement payment data, we activated acquisition and portfolio growth strategies to both attract new customers and increase brand loyalty among existing customers. The campaign generated a 75 percent increase in new customer base share for Franprix and a 42 percent increase in average monthly spending from existing customers.
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“This is precisely what PayLead’s know-how brings us: PayLead not only ensures that we don’t pay twice for the same sale thanks a lot to its attribution technology, but it is also the most advanced solution we know of in terms of bank data analysis. Which can prove incrementality”.
Virginia Fernet – Client Marketing Director, Franprix
Equally true for Burger King, which has had similar success running targeted customer activation campaigns with PayLead’s Payment Marketing platform. Building brand loyalty in the fast food industry is notoriously difficult, given its highly volatile customer base. Of customers who go to quick-service restaurants, it was found that 86 percent ate at multiple chains. After running acquisition and portfolio share campaigns, Burger King saw a 40 percent increase in purchase frequency from volatile customers, and 33 percent of its new customers returned in the following months.
PayLead’s Payment Marketing platform can back multiple marketing strategies and drive a significant amount of incremental sales, delivering a high return on spending to retail brands that pay only for results.
What are the advantages of Payment Marketing?
Our Payment Marketing platform, PayLead Cube, eliminates many of the problems marketers traditionally chance meeting in presentation marketing:
- Truly performance-based marketing model (CPA)
- Sales peer group channel that works for both online and offline stores
- Audience targeting based on effective, proven purchasing history, not just assumptions
- Plug and play solution: no technical implementation needed at all
- No attribution challenges: no risk of duplicating CPA ( Cost per Action)
- Cookie-free paradigm, always following the GDPR, and going even further
How do I start using Payment Promotion and generate incremental sales?
PayLead offers a wide variety of audiences for banks and fintech that can be reached with our Cube Payment Marketing platform. Schedule a call if you want to get started and talk to an expert.
Suppose one could permanently analyze an audience’s payment data and match each transaction to a brand and its campaign budget. In that case, the simple act of paying contains the data necessary for performance and targeting purposes.
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