Beyond the Payment Play — Thinking of Gift Cards as a Product

When put to strategic use, gift cards have the power to acquire new customers and increase foot traffic while increasing revenue. When I think of the evolution of the gift card I am reminded of my early days in online marketing and the advent of the banner ad—the concept which led to numerous new revenue streams for advertisers and launched several online media companies. The idea of online advertising was so new that while advertisers were envisioning what a banner ad would look....

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