Tag: omnichannel marketing

Credit marketing is entering a new era of precision. Data privacy, personalization and digital-first expectations are rewriting the playbook for financial services marketers. The winners in 2026 won’t just optimize; they’ll orchestrate, using connected intelligence — the linking of data, AI models and insights across platforms — to find, know and grow the right customers. Our latest checklist breaks down what it takes to compete in this new environment, including how to: Master the new prospecting formula Use data to drive personalization at scale Create cohesive, compliant messaging across channels Whether your focus is to expand your portfolio, deepen existing relationships or improve marketing efficiency, this checklist can help you drive stronger, smarter growth all year round. And if you're interested in diving deeper, register for our upcoming webinar on January 15, 2026 to hear directly from Experian experts. Access checklist Register for webinar

On average, the typical global consumer owns three or more connected devices.1 80% of consumers bounce between devices, while 31% who turned to digital channels for their last purchase used multiple devices along the way.2 Considering these trends, many lenders are leveraging multiple channels in addition to direct mail, including email and mobile applications, to maximize their credit marketing efforts. The challenge, however, is effectively engaging consumers without becoming overbearing or inconsistent. In this article, we explore what identity resolution for credit marketing is and how the right identity tools can enable financial institutions to create more cohesive and personalized customer interactions. What is identity resolution? Identity resolution connects unique identifiers across touchpoints to build a unified identity for an individual, household, or business. This requires an identity graph, a proprietary database that collects, stitches, and stores identifiers from digital and offline sources. As a result, organizations can create a persistent, high-definition customer view, allowing for more consistent and meaningful brand experiences. What are the types of identity resolution? There are two common approaches to identity resolution: probabilistic ID matching and deterministic ID matching. Probabilistic ID matching uses multiple algorithms and data sets to match identity profiles that are most likely the same customer. Data points used in probabilistic models include IP addresses and device types. Deterministic ID matching uses first-party data that customers have produced, enabling you to merge new data with customer records and identify matches among existing identifiers. Examples of this type of data include phone numbers and email addresses. What role does identity resolution play in credit marketing? Maintaining a comprehensive customer view is crucial to credit marketing — the insights gained allow lenders to determine who they should engage and the type of offer or messaging that would resonate most. But there are many factors that can prevent financial institutions from doing this effectively: poor data quality, consumers bouncing between multiple devices, and so on. Seven out of 10 consumers find it important that companies they interact with online identify them across visits. Identity resolution for credit marketing solves these issues by matching and linking customer data from disparate sources back to a single profile. This enables lenders to: Create highly targeted campaigns. If your data is incomplete or inaccurate, you may waste your marketing spend by engaging the wrong audience or sending out irrelevant credit offers. An identity resolution solution that leverages expansive, regularly updated data gives you access to high-definition views of individuals, resulting in more personalization and greater campaign engagement. Deliver seamless, omnichannel experiences. To further improve your credit marketing efforts, you’ll need to keep up with consumers not only as their needs or preferences change, but also as they move across channels and devices. Instead of creating multiple identity profiles for the same person, identity resolution can recognize an individual across touchpoints, allowing you to create consistent offers and cohesive experiences. Picking the right marketing identity resolution solution While the type of identity resolution for marketing solution can vary depending on your business’s goals and challenges, Experian can help you get started. To learn more, visit us today. 1 Global number of devices and connections per capita 2018-2023, Statista. 2 Cross Device Marketing - Statistics and Trends, Go-Globe.

Customer-driven marketing isn't just a buzzword — it's a strategic priority, especially in today's competitive digital landscape. Rather than pushing product-centric messaging, leading financial institutions (FIs) are shifting to strategies that put the customer at the core of every decision, message and experience. This means providing personalized experiences that enable customers to feel seen and heard. What is customer-driven marketing? Customer-driven marketing doesn't just improve visibility — it turns customers into brand advocates. It's a strategy that begins by understanding and prioritizing the needs, motivations and behaviors of customers, and then aligning every campaign, channel and touchpoint with those insights. This methodology focuses on relevance, personalization and responsiveness to customer signals. Why does customer-driven credit marketing matter? Today's consumers expect FIs to understand them beyond surface-level demographics. They demand tailored content, offers that match their needs and seamless interactions across channels. An effective customer-driven marketing strategy: Enhances personalization and relevance. By understanding consumer preferences, life stages and intent signals, FIs can move beyond generic messaging and create timely, relevant communications that resonate. The result is stronger engagement, higher response rates and more meaningful customer interactions. Boosts customer acquisition and retention. Customer-driven marketing enables FIs to identify and reach the most profitable, highly responsive prospects in the most efficient way, while also engaging with current customers to improve long-term retention. Improves campaign ROI and performance. By focusing marketing investments on the right audiences, customer-driven marketing ensures budgets are allocated strategically and impact is maximized. Enables stronger brand loyalty and trust. Customer-driven marketing fosters trust by respecting consumer preferences, delivering helpful content and creating seamless omnichannel experiences. Over time, this builds deeper brand loyalty, increases customer lifetime value and turns satisfied customers into advocates. Step-by-step: Developing the strategy Customer-driven marketing is less funnel, more spiral. You research, test, refine and repeat, all while taking into account customer feedback and campaign results. Start with deep audience understanding The foundation of effective customer-driven marketing lies in data-informed customer insights. Unlock a comprehensive view of your customers by combining first-party data with enriched analytics from trusted data partners. For example, Experian’s ConsumerView database lets marketers build audiences of more than 300 million U.S. consumers and 126 million households, supporting granular segmentation and personalization. Define and prioritize target segments Once your data foundation is in place, identify high-value segments based on behavior, purchase history, and life stage — not just basic demographics. This is where customer-driven marketing shines: instead of broad audience buckets, you target precise groups with tailored communications that feel 1:1. Deliver personalized experiences across channels Customers interact with brands in many ways — from email and social media to connected TV, search and in-store visits. A customer-driven marketing strategy ensures your brand message feels cohesive, relevant and timely across every touchpoint. Measure, learn and iterate A core part of customer-driven marketing is continuous improvement. Track how audiences respond to messaging and experiences — and refine your approach based on performance metrics. This “research, test, refine, repeat” mindset is essential for staying aligned with evolving customer expectations and maximizing ROI over time. Importance of a customer-driven marketing strategy Putting consumers at the center of credit marketing strategies — and at the center of your business as a whole — is the foundation for personalized experiences that can ultimately increase response rates and customer satisfaction. For more on how your organization can develop an effective customer-driven marketing strategy, learn about our credit marketing solutions.   Learn more

The Marketing Rule of Seven means it usually takes at least seven impressions before a consumer is compelled to act. When extending firm offers of credit to consumers, lenders have long relied on direct mail and more recently email to reach their intended audiences. But what if there are more ways to deliver a credit offer? Let’s explore how digital display retargeting can help you maximize your campaign performance and profitability. What is digital display retargeting? Digital display retargeting allows lenders to present a firm offer of credit on digital and mobile to complement a direct mail or email prescreen campaign. This solution takes credit marketing to a whole new level — instead of relying solely on direct mail or email, lenders can amplify firm offers of credit on channels like social media or authenticated websites to maximize their reach. With spending more time on these channels, digital display retargeting can provide them  with an additional opportunity to respond. Reaching the right consumers with the right offer While echoing the same credit offer on multiple channels can help elicit higher response rates, how do lenders decide to which consumer to extend that offer to? Experian’s credit database provides lenders with fresh consumer information to help them determine what kind of credit offers may be most appealing to each unique individual. Through Amplified Prospecting, lenders can then gain accurate consumer identification and matching in digital display channels to ensure offers are reaching consumers most likely to respond. Maximize your campaign reach With the combined strengths of Experian’s consumer credit data and Amplified Prospecting, lenders can extend firm offers of credit to prescreened consumers across multiple touchpoints, helping them to achieve greater visibility and higher response rates. To learn more about how Experian can help you level up your credit marketing campaigns, visit us today. Learn more