The Loyalty Divide: Brands Don't Offer Loyalty. Consumers Grant It; An Acxiom POV

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The Loyalty Divide: Brands Don't Offer Loyalty. Consumers Grant It; An Acxiom POV

  1. 1. © 2013 Acxiom Corporation. All Rights Reserved. © 2013 Acxiom Corporation. All Rights Reserved. Brands Don’t Offer Loyalty. Consumers Grant It. THE LOYALTY DIVIDE
  2. 2. © 2013 Acxiom Corporation. All Rights Reserved. WHAT IS A MARKETER TO DO?? 2
  3. 3. © 2013 Acxiom Corporation. All Rights Reserved. THE LOYALTY DIVIDE 3 Most marketers know what they need to do! But, they struggle to do it
  4. 4. © 2013 Acxiom Corporation. All Rights Reserved. CRM AND SOCIAL DATA DISCONNECT 4
  5. 5. © 2013 Acxiom Corporation. All Rights Reserved. INFLUENCERS ARE BEING IGNORED 5 94% of marketers don’t use Influencer Scores as part of segmentation and measurement…
  6. 6. © 2013 Acxiom Corporation. All Rights Reserved. NPS IS BEING UNDERUSED 6 89% of marketers don’t use Net Promoter Scores as part of segmentation and measurement…
  7. 7. © 2013 Acxiom Corporation. All Rights Reserved. HOLISTIC ‘CUSTOMER LTV’ LAGS AS MEASURE 7 Nearly half of marketers use Customer LTV when segmenting marketing offers…. But still, many marketers use purchase history as the primary customer measurement for messaging mix…
  8. 8. © 2013 Acxiom Corporation. All Rights Reserved. AND, NEW CUSTOMERS DON’T GET TREATED DIFFERENTLY 8 63% of marketers always or frequently treat new customers the same when choosing advertising media
  9. 9. © 2013 Acxiom Corporation. All Rights Reserved. SMALL NUMBER OF BRANDS HAVE DISCOUNT PRICING AT CORE 9 7% of marketers have “everyday low prices” as part of their core brand message…
  10. 10. © 2013 Acxiom Corporation. All Rights Reserved. YET, INDISCRIMINATE USE OF PRICING FOR MANY BRANDS 10 But, 40% of marketers always/frequently use pricing discounts for promotions…
  11. 11. © 2013 Acxiom Corporation. All Rights Reserved. HOW TO CLOSE THE LOYALTY DIVIDE • MULTIDIMENSIONAL INSIGHT • No one signal consistently describes or predicts consumer behavior • Refine across all relevant signals • INSIDE OUT ­Activate and refine insights to know your best customers. ­Spend more on cultivating relationships with them. ­Use what you have learned to identify prospects who think, look, and act like your best customers. 11
  12. 12. © 2013 Acxiom Corporation. All Rights Reserved. HOW TO CLOSE THE LOYALTY DIVIDE • OUTSIDE IN ­Collect online data about customers – touches from outside the brand. ­Use it to optimize all media • TRUST & TRANSPARENCY ­Just because you can, doesn’t mean you should. ­Marketing should be for the customer not to the customers. ­Long-term trust rather than short-term reward. 12
  13. 13. © 2013 Acxiom Corporation. All Rights Reserved. DELIGHTING CUSTOMERS PROMISES HIGH RETURNS 13 Acxiom client experience
  14. 14. © 2013 Acxiom Corporation. All Rights Reserved. “THE LOYALTY DIVIDE” 14 Read the full report to understand how brands can utilize all customer touch-points across the enterprise to build trust. Download it here.
  15. 15. © 2013 Acxiom Corporation. All Rights Reserved. © 2013 Acxiom Corporation. All Rights Reserved. Any questions? Thank you.

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