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Lead Story

This event is brought to you by: Insert your company name


Industry Update

Supreme Court upholds AmEx's merchant contract

Authentify xFA renders passwords obsolete

Mobile user desires universal, First Data finds

Check usage survey reveals key behavioral insight

Selling Prepaid

Prepaid in brief

Gift cards remain a strong product category

Gift card issuers face new accounting standards


With prepaid debit gains, it's a mixed bag

Patti Murphy
ProScribes Inc.

Maintaining equilibrium in acquiring

Ken Musante
Eureka Payments LLC


Street SmartsSM:
Smooth apperators

Dale S. Laszig
Castles Technology Co. Ltd.

How consumer demands and biller priorities align

Eric Leiserson

Making a Square peg fit a triangle mold

Steve Norell
US Merchant Services Inc.

POS attacks on the rise

Nicholas Cucci
Network Merchants Inc.

The mix moves the message

Nancy Drexler
Acquired Marketing

Company Profile

Plug n Pay Technologies Inc.

New Products

Docking station for secure checkout

USA ePay

Online value-add for merchant portfolios

Real Local Pages ISO program
Real Local Pages


Checkup for the road ahead


Merchant selling in the connected age


Readers Speak

Resource Guide


A Bigger Thing

The Green Sheet Online Edition

July 22, 2013  •  Issue 13:07:02

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Quick tips from a marketing maven
The mix moves the message

By Nancy Drexler

A traditional print or broadcast ad is an outbound message to a viewer or reader. Good ads attract attention and communicate a benefit that is relevant enough to incite action. But traditional marketing is composed of only one-way communications: the marketer creates a message, puts it in front of an audience and hopes something happens.

Digital marketing is not that at all. Digital marketing is a two-way conversation. It empowers your customers and potential customers to tell you what they want, how they want it, and in what ways you succeed or fail to meet their needs.

Building a network

Digital marketing depends entirely on creating conversations that entice and engage. In the world of payments, that is not easy. Do any retailers want to talk with their payment providers, other than to complain? What merchants really want to spend time discussing the relative merits of Europay/MasterCard/Visa? Relying strictly on social media to engage prospects in conversation is probably not a winning sales strategy.

On the other hand, digital marketing can be productive in other ways: engaging resellers and recruiting job candidates are two examples. Social media offer an excellent way to build a "personality" that differentiates you from your competition. It can help you build a network of like-minded associates or establish a "thought leadership" position in a niche where your ideas and input add value.

Mixing it up

To succeed today, every bit of research points to the need for a media mix - a variety of messages sent through a range of marketing channels. While every message needs to support the same brand and benefits, each message speaks in a unique voice tailored to both the medium and the market.

Let's use the case of ISO and agent recruitment. Print ads allow you to present your benefits in a very clear and concise manner. Your messages reach a precise market at a time when they have chosen to think about their payment careers. Print ads will help you build a brand and keep it memorable.

Growing a business

Print will be more effective, however, when used in combination with other media. Email, for instance, can remind prospects about your brand, and make it simple for them to act on that recognition. Email messages that link to a website or blog or Facebook page will start a conversation with people who have opted to engage with you, and help push them through the sales funnel.

No single message or medium today can be expected to lead to a sale. It is the combination of these, working together, that builds brand and relationships, and ultimately builds a business.

Nancy Drexler is the President of Acquired Marketing, a boutique marketing firm for businesses in the payments industry. To learn more about what Acquired Marketing can do for you, visit, call 917-743-5258 or email

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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Spotlight Innovators:

North American Bancard | Simpay | USAePay | Impact Paysystems | Board Studios