Card issuers are increasingly using social networks, coupons and rewards to boost mobile payments, but it’s a plan that can backfire if the initiatives get the wrong mix of marketing, demographics and delivery channels.

“If you’re an issuer that wants to improve service to your customers, you have to know which customers to go after and how to reach them,” says Teresa Epperson,  a managing director in the financial services practice at AlixPartners, a company that advises banks, payments companies and other financial institutions on mobile payments strategy.

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