Data Driven Marketing

Digital Credit Marketing: Extending Prescreen Campaigns

Digital Credit Marketing: Extending Prescreen Campaigns

January 09, 2019 | Lyra Hankins

Envision a busy parent. You might imagine them driving to work or crunching deliverables all morning. Perhaps they're waiting for a doctor’s appointment mid-day or watching their child at soccer practice in the afternoon. At night, they may be paying bills. Most likely, a digital device is present for each of these tasks: computer at work, tablet at the appointment, mobile phone at practice, and back at the computer in the evening.

So how can your credit marketing messages reach this consumer throughout their day -- across devices? In a previous article, we reviewed how to extend your credit offers via email. In addition to email, there are many digital channels that you may be exploring for your credit marketing strategy.

An Alternative to “Spray and Pray”

Display ads, mobile ads and apps, and social are great ways to extend your credit campaign messages. But if you're relying on the “spray and pray” method to drive engagement, then you may want to enhance your strategy. After all, it can be difficult to know if your ads are reaching your desired target audience -- and if users will be qualified for your credit offers. Therefore, an alternative approach is to onboard your Prescreen, ITA, and other customer and prospect house files by converting them to a digital format. Ultimately, onboarding allows you to deliver consistent messages across channels that your target audience views every day, including:

  • mobile ads and apps
  • social media
  • radio
  • TV
  • display ads, and more

When used in conjunction with a direct mail or email Prescreen campaign, online ads can reinforce your messaging. When consumers click on digital ads, they can be directed to a landing page where they're presented a firm offer of credit or insurance after identification confirmation. As an additional option, digital targeting segments that incorporate credit propensities can be used to finely tune your ITA messaging to your desired audience. Implementing effective and compliant omni-channel credit marketing campaigns is tough. Onboarding your lists and extending your credit marketing messages beyond direct mail and email can help you get there.

Learn more about onboarding services from Equifax.

Lyra Hankins

Lyra Hankins

Director, Sr. Product Marketing , Data-driven Marketing

Lyra Hankins is a Product Marketing Sr. Director for Data-driven Marketing solutions at Equifax. Her career experience in marketing roles in technology companies gives her a broad perspective on Marketing and software/data solutions. Having worked on a variety of cutting-edge technologies over the years, she is excited[...]