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ISO Corner: Marketing Goes High Touch |
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Change is afoot among the Madison Avenue crowd. Marketing and advertising strategies are becoming more personalized and less productoriented. Does that mean a kinder, gentler world of ISOs and acquirers? Not likely.
What it does mean, however, is that innovative marketing campaigns are making a big difference in the bottom line of many organizations. This high-touch approach is leading the pack of marketing strategies that are reaping newfound benefits for their participants.
“As a business continues to become more commoditized, you need to differentiate and provide a higher level of personal service,” says Marc Gardner, president and CEO of North American Bancard.
The Michigan-based merchant acquirer boasts more than 75,000 merchants and is responding to the changing environment by promoting and showcasing service. “Whether it is single-call resolutions, rapid speed response by the right department, or prompt payment of commissions, it all comes down to performance—and that’s what we promote.”
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