Transactional Marketing White Paper

In: Business and Management

Submitted By mattdrewes
Words 1273
Pages 6
DRMS | Drewes Restaurant Marketing Solutions
¡°Build Your Brand. Drive Your Sales¡± www.drmsmarketing.com Transactional Marketing: The evolution of Direct-to-Consumer Marketing
Intro: For decades, Marketers have sought after the next best way to efficiently and effectively reach loyal or potential consumers with offers and rewards. Consider the ideal tool for a marketer. The ideal tool would offer the following features and benefits:
Scale: Ability to reach a large scale audience and have significant impact Targeting: Target based on a consumer.s actual or potential behavior Engagement: Interact with the consumer in their most receptive environments Attribution: A consumer.s involvement and self-acceptance on an offer Measurement & Validation: Accurately measure & analyze results to gauge impact and incrementality Impact: Significant results & efficient pricing that enables a positive ROI model Privacy: Welcomed, non-intrusive communication that respects consumer.s privacy
Now, consider today.s marketing options:
- Mass Media (TV, Radio, Print) - Newspaper Inserts / FSI
- In-Store Communications - Direct Mail (solo & co-op)
- Database Marketing - Email Marketing
- Social Media - Daily Specials
Not one of today.s options are able to provide all the desired features. Introducing the age of transaction-based marketing. Debit and Credit cards have long been generating transactional data that personify and identify a cardmember.s purchase history. In the past few years, several companies have been working with Banks and Credit Card companies to fully leverage this data. Some credit card companies have been trying to do this themselves.
This is an exciting, new tool for Marketers to consider. However, it is challenging to understand the similarities and differences amongst providers. Not all providers have been able to deliver all the features specified above.…...

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