Canadian Marketing Blog

Loyalty Marketing

At every conference, roundtable and seminar I present, I hear a common theme from the most senior marketers across every industry: more than ever, marketers are being held responsible for having loyal customers. At the same time, senior marketers share with me that they feel that several factors are making it far more challenging to develop and truly optimize cost-effective loyalty strategies. These factors include:

1) The increased number of online and offline channels – which adds another layer of complexity and required sophistication;

2) The intense competition for share of “customer mind” (for example, in the U.S., a person will belong to an average of 14 programs but will only be active in five); and

3) The compressed timeframes in which marketers are called upon to demonstrate loyalty program effectiveness and return on investment.

So, my contribution to the CMA blog and marketing community is to provide practical insights that will help senior marketers establish, increase, sustain and measure true customer loyalty.

To begin with, I’ve captured in one diagram the major topics and disciplines that professional marketers draw upon – often in isolation – in constructing customer loyalty programs.

In future blog posts, I’ll share stories, tools and advice that will help you harness the power of loyalty marketing. I’ll examine the various elements identified in this cluster, how they interact and how the grouping of these elements varies according to conditions such as target audience, budgets, timetables, technology and industry.

loyalty marketing is all about quality control and reasonable pricing. also, companies who somehow let the public see objectionable products and services they are involved in. brand names that are non offensive, rather unintelligent and not dull are usefull. In modern times, personal names are not desired because of easy access to world wide communications. As a consumer, I see people smarter, more knowledable and much more arrogant and discriminant. Even with lower end products and services. there is also a huge backlash over power marketing of products and services that usually are not needed and require financing even at low cost.