Visa has introduced a new card marketing platform to help small to medium-sized issuers optimize their marketing efforts.
The new platform, named Visa Integrated Marketing Solutions (VIMS), is a service offered by Visa Performance Solutions that delivers various advisory services to issuers, merchants, as well as acquirers.
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The platform has been designed to facilitate the development and execution of key marketing services throughout the customer lifecycle, from acquiring new customers to cardholder retention. It will also include expanded digital and social media marketing capabilities, along with other new features such as multi-lingual marketing in 2016.
VIMS aligns many of the existing card marketing capabilities of Visa to provide an end-to-end platform that can be customized to serve specific requirements of clients.
Moreover, card issuers and partners can combine information about their own customers with insights from transactions flowing through the Visa network each year, and other third-party demographic, lifestyle and economic data to inform their programs, in order to enhance customer marketing strategies.
Following the completion of the campaign, issuers will receive detailed reporting and analysis that showcases their return on investment, including access to benchmark data and business intelligence only available through VIMS.
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By GlobalDataVIMS is currently available to Visa issuers across the US, with global expansion of the platform expected in the coming months.
Visa community accounts head Doug Leighton said: "This new offering leverages the power of the Visa network to enable our issuing partners to more effectively target and market to customers, members and prospects.
"With unique insights that only Visa can provide, we can help our clients identify the best customers, drive higher levels of engagement, drive loyalty with cardholders, and deploy their marketing dollars more efficiently."
