Consumer Payment Card News

Card Influence

A new survey has found that online marketing and Web sites have a dramatic impact on the further learning and purchase decision phases of the consumer purchase process. Furthermore, in the credit/banking segment, Web sites ranked as the “most influential,” scoring a 3.7 on a scale of 1 to 7, with 7 as “very much.” Online marketing scored a 3.0, while TV ads scored 2.5 and print ads scored 2.3. The findings come from DoubleClick’s annual “Touchpoints Survey,” released last week. Overall, nearly half of consumers who had made a purchase reported interest in or are already receiving email updates about those products/services. Across categories, 54% of consumers who visited a corporate Web site requested more information, 32% by email, 16% by email and mail, and only 6% preferring the information solely by mail. Overall, permission-based email has achieved high levels of penetration in categories like Travel, Credit Cards/Retail Banking, Mortgages/Investments, but still shows great potential in other categories, especially Auto, Personal/Household Care and Electronics. For more information visit: “”:

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