loyalty

Leads Take Hold as the Primary Goal of Content Marketing – eMarketer

source: http://www.emarketer.com/Article/Leads-Take-Hold-Primary-Goal-of-Content-Marketing/1010107

Content marketing saw its importance balloon between 2012 and 2013. According to conference organizer IMN’s “2013 Content Marketing Survey Report,” the number of US companies with formal content marketing strategies in place jumped from 28% in 2012 to 49% in 2013, while those without a content strategy contracted from 26% to 18% during the same period.

And even if not all companies surveyed had a content marketing strategy in place at the time, another one-third said they were working on one, suggesting that by 2014, the percentage engaging in content marketing will only go up.

As more have focused their efforts on content, the purposes of the tactic are convering on one key goal: lead generation. Last year, increasing leads was the No. 4 goal among marketing professionals—cited by only 16%— behind engagement, awareness and loyalty. This year, generating more leads was the No. 1 goal, cited by 44% of respondents, far ahead of any other response.

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Tuesday, August 6th, 2013 news No Comments

drag2share: Apple’s Passbook Ecosystem – How It May Still Shake Up Mobile Payments

source: http://feedproxy.google.com/~r/businessinsider/~3/K5nKD73XEaE/apple-passbooks-barriers-and-successes-2013-7

BII_Passbook_CCsWhen Passbook launched, excitement was high — among marketers and retailers in particular.

Forget The E-Wallet, It’s Apple’s Passbook That Will Transform Retail,” declared an op-ed in Ad Age in October 2012, just two weeks after the iOS 6 launch. The op-ed was written by Krishna Subramanian, CEO of ad company Velti.

“With Passbook,” wrote Subramanian, “the integration of promotions, redemption, and ongoing loyalty will be closer — and more location-specific — than ever.

Subramanian pointed out that Passbook also solved a real problem: that coupons don’t work very well.


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Thursday, July 25th, 2013 news No Comments

Why Do People Like Brands on Facebook – Loyalty and For Deals

source: http://www.marketingcharts.com/wp/interactive/facebook-fans-like-big-brands-out-of-loyalty-deal-seeking-30706/

Syncapse-Reasons-Becoming-Brand-Fan-Facebook-June2013Americans who like big brands on Facebook tend to do so primarily to support those brands (49%) and get a coupon or discount (42%), with many also doing so to receive regular updates from the brands (41%), according to survey results from Syncapse. Previous studies surrounding Facebook likes have indicated that discounts trump loyalty as a motivator (see here and here), suggesting that it’s more appropriate to group the top factors together than to declare one the outright winner.

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Monday, July 1st, 2013 news No Comments

3 in 4 US Senior Execs Strongly Believe Customer Experience Impacts Loyalty

Source: http://www.marketingcharts.com/wp/topics/integrated-cross-media-convergence/3-in-4-us-senior-execs-strongly-believe-customer-experience-impacts-loyalty-26820/

74% of American senior executives surveyed by Oracle strongly agree that customers’ experiences impact their willingness to be loyal advocates, according to a new report, reflecting similar attitudes from consumers. With 6 in 10 executives also strongly believing that customers will switch brands because of poor experiences, the Oracle study finds that overall, respondents indicate […]

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Thursday, February 7th, 2013 news No Comments

It Seems That Target Is Still Being Haunted By A Donation It Made More Than Two Years Ago

Source: http://feedproxy.google.com/~r/businessinsider/~3/bWwNmtwA7GE/target-brand-perception-2012-10

bullseye target

Back in 2010, the retailer made a controversial — and much publicized — $150,000 donation to MN Forward, which then supported a gubernatorial candidate who was anti-gay marriage. It resulted in calls for a national boycott.

Consumer recommendation levels have been steadily dropping ever since, according to brand perception firm YouGov.

[Target’s] customer loyalty seems to be still haunted,” writes YouGov BrandIndex SVP and managing director Ted Marzilli.

Marzilli explains:

“Once the political donation news broke in July 2010 and became a political flashpoint, the two brands took different paths: while Amazon went on to climb modestly from 53 to its current 56 score, Target’s score fell for more than three months, from 53 down to 44 at the end of October. Since that bottom point, Target’s highest recommend score was 50 in February 2011, but it is currently at 46.”

Here’s a chart of Target and Amazon on the YouGov BrandIndex:

target

NOW SEE: The Mega-Trends That Are Changing Retail Forever >

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Wednesday, October 10th, 2012 news No Comments

Now We Know Why Rite Aid Will Probably Never Beat CVS And Walgreens

Source: http://www.businessinsider.com/rite-aids-stocking-woes-cvs-walgreens-2012-4

rite-aid

Rite Aid Pharmacy can blame itself for perpetually lagging behind drugstore rivals like CVS and Walgreens. A new report claims the chain has trouble keeping products listed in sales ads nearly 80 percent of the time. 

In Not as Advertised: Out-of-Stock Sale Items and Rite Aid’s Bid for Customer Loyalty, a conglomerate of drugstore unions blasts the pharmacy’s archaic manual stocking system.

Rite Aid offers customers a loyalty card for discounts on sale items, usually marked by a bright yellow sticker. When products go out of stock, workers manually slap blue stickers on in their place along with the date a new order is placed – some of which were found to be more than six months old.

The group paid 1,110 visits to about 220 of the chain’s locations across the country (five visits per store) and found 40 percent of stores had at least one sale item missing every time.

Seventy percent lacked sale items in four out of every five visits. New York City establishments were particularly found to be lacking, with 20 percent of items absent from shelves. 

Retail loyalty systems are one of the most effective ways to save, but if customers are confronted by empty shelves chances are they’ll either walk out with a pricier item or search for lower prices elsewhere.

In the chain’s defense, spokeswoman Susan Henderson told Time Money Land they weren’t contacted before the study was conducted: “While we are disappointed to hear of any out of stock situations, it is difficult for us to accurately assess and comment on these findings,” she said. 

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Monday, April 16th, 2012 news No Comments

Why Loyalty Credit Cards May Soon Be A Thing Of The Past

Source: http://www.businessinsider.com/credit-suisse-retailers-loyalty-programs-2011-12


loyalty credit card

Credit cards have been a staple for retail rewards programs for decades (you know, like that Visa card they try to make you sign up for every time you go to Gap). They’ve been an effective way to reward customers, and for retailers to get additional funding.

But a new report by analysts Michael Exstein, Chrisopher Su and Trey Schorgi at Credit Suisse says that it’s time for retailers to abandon the credit card. Why are credit-based rewards programs not the right way to go anymore?

1. The cost of rewards programs keeps rising for banks. As rewards competition ramps up, issuer margins are pressured.

2. As the programs get more expensive, banks will offset costs in other areas. This will result in either less beneficial terms for retailers, or higher fees for consumers. Retailers may have to increase their own rewards programs to remain competitive

3. Retailers’ relationships with their customers could be hurt, because banks (who are now in control of many retailers’ credit businesses) could squeeze consumers. Since the programs are branded for retailers, not the banks, consumers would deem them responsible.

Credit Suisse instead suggests that the answer to these woes is simple. Switch over to programs based around membership fees or other upfront investments. “Going forward, we think the emerging trend will be the need for consumers to “invest” in loyalty programs, thereby creating a “vested interest,” says the report.

So what brands are doing it right so far?

Amazon — The Amazon Prime membership program has been vastly successful. Consumers pay an annual membership fee of $79, and get shipping benefits, free use of Amazon Instant Video and perks for their Kindle.

Costco — The largest membership warehouse club in the world has three levels of membership. There’s a $55 annual fee for businesses, a $55 ‘Gold’ card for individuals and a $55 executive member upgrade, which gives folks a 2% discount on most purchases.

Sam’s Club — Walmart’s warehouse subsidiary has a similar system, with a $40 per year Advantage card for individuals ($100 for Advantage Plus which offers extra savings) and a $35 per year Business membership ($100 for Business Plus).

Macy’s — “Thanks for Sharing” is a program that’s working for Macy’s to generate loyalty. It requires a $25 upfront investment (which is actually a donation to charity), in exchange for rewards.

Target — The REDcard is a ‘hybrid’ method which has been working well since the retailer started it up in 2010. It offers 5% savings on everything and includes shipping benefits.

These programs all capitalize on the concept of creating that “vested interest.” Customers, having already paid a set of promised benefits, will be more likely to keep spending to use those benefits that they’ve already paid for. They’ll keep coming back.

NOW SEE: The 20 Brands With The Most Loyal Customers >

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Tuesday, December 6th, 2011 news No Comments

Consumers Won’t Settle For Cheap, Discounted Products

Source: http://www.businessinsider.com/consumers-are-not-willing-to-settle-with-discounted-cheap-products-2011-10


sam's club shopping

No matter how thin your wallet is, you’re probably not willing to sacrifice beauty to save. 

Less than one-fifth of 25,000 respondents from 51 countries say they’d buy cheaper health and beauty products for the price, according to a survey by Nielsen, a global information company

Meanwhile, 61% chose “good value” over “low price” for any retail products their families may need, meaning a generic brand of bread may get passed over for a loaf of tastier (and possibly healthier) Pepperidge Farm bread.

“Value is not about price alone,” James Russo, vice president of Nielsen’s Global Consumer Insights, said in a statement. “Retailers and manufacturers who offer good values tailored around benefits of the product beyond price will resonate with consumers who continue to look for ways to stretch their money in a tough economy.”

The study found product preference also depends on where the respondents live, with those in Asia Pacific, Europe, Latin America, and North America preferring good value over lower prices, and those living in Africa and the Middle East choosing price over value.

But just because North Americans prefer value over lower prices doesn’t mean that they’re willing to pay full price. In fact, Americans are among the world’s leading coupon-users, followed closely by China and Hong Kong.

We also buy in bulk more than anyone else in the world. According to Nielsen’s chart below, the main reason Americans visit the grocery store is to stock up, whereas a quick trip to replenish products is more popular in other parts of the world.

consumers Nielsen

Learn why consumer brand loyalty may never recover from the recession>

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Monday, October 17th, 2011 news No Comments

iPhone OS Still Triples Android’s Market Share

Source: http://gizmodo.com/5556346/iphone-os-triples-androids-market-share-for-now

iPhone OS Still Triples Android's Market ShareNielsen’s new “iPhone vs. Android” report offers up the latest numbers in the big mobile battle: Both platforms have loyal users, but Apple’s still on top by a long shot.

They don’t come as much of a surprise, but with all the talk of Android’s surging popularity and explosive app growth, Nielsen’s numbers do serve as a reminder that Apple still has a comfortable lead. Versus Android, that is—nationally, the iPhone’s still in second place, with a 28% market share compared to RIM’s 35% (Android has 9%; Windows Mobile has 19%).

But it will be interesting to see how things shake out over the course of the year. With the new iPhone dropping in a matter of weeks, prospective smart phone buyers (23% of U.S. mobile customers now have them) will be faced with the choice of hopping on the Apple wagon or exploring the multitude of Android options. As Matt noted in his Froyo review, Android is as polished as it’s ever been and is likely to improve even more in coming months. And while it’s hard to top the iPhone hype machine, reception to early versions of iPhone OS 4 hasn’t exactly been rapturous.

iPhone OS Still Triples Android's Market Share

Another Nielsen graph shows that both platforms enjoy loyal users—80% of iPhone users want another iPhone; 70% of Android users want another Android phone—with Android’s group slightly more curious about the iPhone than the other way around. But in my experience, it seems like things are trending to the opposite. With Android’s app offerings increasingly matching up with the iPhone’s, I’m seeing more and more people considering Android a viable option for themselves, as well as one they can recommend to others.

Though still on top, Blackberry’s loyalty is only 47%, and as current Bold owner, I’m definitely of the 53% that’s planning on jumping ship when it comes time to buy my next phone. I’m just not sure what ship I want to jump into. [Nielsen via CNET]

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Monday, June 7th, 2010 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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