Why & How to Establish & Maintain Brand Loyalty in a Digital Age
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The document discusses how brands can build loyalty by going digital, being human, and focusing on the customer experience. It emphasizes emotionally connecting with customers through understanding them, communicating in a human voice, and having a consistent online presence across channels. The marketing funnel and customer journey map are used to illustrate how brands can guide customers through the different stages of attention, interest, desire, and action. Brand loyalty is valuable as it leads to repeat and advocate customers, reducing acquisition costs.
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Why & How to Establish & Maintain Brand Loyalty in a Digital Age
- 1. Want Brand Loyalty? Go Digital. Go Human. Capstone Presentation By Lauren L Perfors
- 2. Hi, I am Lauren. Work Here Study Here Play Here
- 3. How We’re Going to Get Through This • Customer Journey & Marketing Funnel • Value of Brand Loyalty The Game Has Changed • Emotional Connection • Two-Way Communication Be Human • Understand the Target Audience • Passionate Brand Voice • Consistent Online Presence Build a Brand Personality
- 4. The Customer Acquisition Game Has Changed Past Face to face Geography Selection Present Inundated with Choice Real-time Communication Image Right: Search for "grocery stores in Denver" performed on Google Maps on May 08, 2015 (Google Maps 2015).
- 5. The Customer Acquisition Game Has Changed Brands Get , Less than the Average Attention Span of a Goldfish “There’s a 2ND PAGE?! What…?” –Every Google Searcher, Everywhere.
- 6. Marketing Funnel Attention Interest Desire Action
- 7. Customer Journey Customer journey map by The Future Buzz to exemplify a digital customer journey, built to emphasize assist interactions vs. last interactions in the path to purchase (Singer 2013). http://thefuturebuzz.com/2013/04/25/digital-customer-journey/.
- 8. Customer Journey Customer journey map by Copious, built to explain how artists interact with a CD development company (Copious n.d.). http://copio.us/work/cd-baby/.
- 9. Value of Brand Loyalty Repeat Buyer • Convenience • May Lose Anytime Brand Loyal • Dependable • Advocate Bring More Customers New Customer Costs “74.5 million sales last quarter, without Apple having to lift a finger” – Alexander Jutkowitz, Chief Global Srategist
- 10. BE HUMAN Emotionally Connected | Two-Way Communication
- 11. Emotionally Connected “Understand what consumers ….And in doing so consumers are likely to feel that the brand is actually an and of their lives” –Amir Khoury, University of Pittsburgh
- 12. Two-Way Communication Listen Reply Do It Again • Reply Nike responds directly to a consumer on Twitter. From Nike's public Twitter feed on May 24, 2015. https://twitter.com/Nike/status/602529709 923168257 and https://twitter.com/Nike/status/602529122 779308032.
- 13. BUILD A BRAND PERSONALITY Know Your Audience Build a Passionate Voice Consistent Online Presence
- 14. Target Audience Ex: Retired Senior Couple 65-80 Years Old Affluent Suburb Neighborhood Above Average Home Sales Prices for Philadelphia Area Cares About: •Well-Cared for Lawn Appearance •Friendly Customer Service •Native English Speaker Sample target audience. Created by Lawton Digital Marketing as an example for use in this study.
- 15. Passionate Brand Voice About the Audience Aligns With Customer Values Commits to Personality Images are snapshots from the Tough Mudder website (toughmudder.com) taken 05/24/2015.
- 16. Consistent Online Presence No Branding Presentation Is Complete Without Apple Same logo since 1977 when… Apple’s Jobs and Wozniak built their own computers then 1st bank loan of $250k Office in a local strip mall
- 17. Consistent Online Presence Across Online Channels
- 18. WAKE UP! Wrap-Up Why Brand Loyalty? • Due to Cost of New Customer Acquisition • Advocate for Business • More Consistent Revenue How to Create Brand Loyalty? • Emotional Connection • Speak in a Human Voice • Align with Customer Values • Be Consistent to be Recognizable
- 19. Questions
- 20. Reference List • Google Maps. 2015. Google Maps. Accessed May 08, 2015. https://goo.gl/maps/wCpHn. • Singer, Adam. 2012. “Visualizing and Valuing the Digital Customer Journey.” The Future Buzz, April 25. Accessed May 24, 2015. http://thefuturebuzz.com/2013/04/25/digital- customer-journey/. • Rawal, Priyanka. 2013. "AIDA Marketing Communication Model: Stimulating a Purchase Decision in the Minds of the Consumers through a Linear Progression of Steps." IRC’S INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH IN SOCIAL & MANAGEMENT SCIENCES 1, no. 1 (2013): 37-44. Accessed April 28, 2015. http://www.ircjournals.org/vol1/37-44.pdf. • Jutkowitz, Alexander. 2015. “Marketing Is Dead, and Loyalty Killed It.” Harvard Business Review(February): 1. Accessed May 23, 2015. https://hbr.org/2015/02/marketing-is- dead-and-loyalty-killed-it. • Khoury, Amir H. 2014. "Brand Loyalty & Loyalty of Brands: A Symbiotic Relationship." JL & Com. 32: 174-401. Accessed April 1, 2015. http://10.5195/jlc.2014.65.
Editor's Notes
- Lauren L Perfors Title(s): Account Director, Serial Entrepreneur, Website Developer, SEO/SEM Consultant Runner, Biker, Skier, Racer, Rollerblader (yep, really….), Tech Nerd,
- Ex: average number of items in a supermarket jumped by more than 500% in the last 35 years from 9,000 items to 47,000 (Consumer Reports 2014)! Apple’s logo was chosen because it came before Atari, their main competitor, in the phone book.
- 80% of today’s consumers research product and service options online prior to making a purchase (Morrison 2014). The average attention span of today’s consumer is just over eight seconds. A goldfish now pays attention longer than the average customer (Statistic Brain 2015). Yes, a goldfish. How could any business compete for a consumer’s waning attention and loyalty, grasping their attention in less than eight seconds? Source of Image: http://mobilepaks.com/which-has-a-longer-attention-span-your-sales-rep-or-a-goldfish/
- The marketing funnel focuses on the consumer’s interactions with the brand pre-purchase, whereas the customer journey “describes the process from cradle to grave” (Yeh 2013, 130-38). Elmo Lewis originally created the marketing funnel, also known as the purchase funnel, in 1906. Elmo’s four-step model is still the most popular today. The four steps, in order, are as follows: Attention, Interest, Desire, and Action, depicted in Figure 2 (Rawal 2013, 41).
- Customer journey map by The Future Buzz to exemplify a digital customer journey, built to emphasize assist interactions vs. last interactions in the path to purchase (Singer 2013). http://thefuturebuzz.com/2013/04/25/digital-customer-journey/.
- Customer journey map by Copious, built to explain how artists interact with a CD development company (Copious n.d.). Copious. No date. “Crawling and Indexing.” CD Baby. Accessed May 24, 2015. http://copio.us/work/cd-baby/.
- -74.5 Million Phones in Q1 of 2015 -87% iphone users will buy another iphone next time they upgrade.
- A brand loyal customer is emotionally connected; a repeat buyer is connected by factors such as convenience. The way a consumer interacts with a brand is similar to how individuals engage in human communication with other humans (Frank 2015). Relationships are formed based on mutual interests and values. An emotionally rooted connection requires two-way interaction between the consumer and the brand
- In order to choose the correct brand voice to communicate on an individual level with consumers, brands must first do their homework by establishing a well-defined target audience.
- It is key to consistently remember that the brand is not all about the company; it is all about the audience! All consumers have opinions. They all have a passion. Why? Because consumers are all human beings. Human beings are emotionally driven in their daily interactions, including purchase decisions. They partner with and promote the Wounded Warrior Project, one of the largest injured military non-profits. The Wounded Warrior Project is prominently displayed on their website home page and several sub-pages on their website (Tough Mudder 2015). The project is frequently mentioned on social media posts and event participants can visit a Wounded Warrior Project booth. Speakers announcing the event recognize veterans before each leg of the race begins to raucous applause from all participants.
- Fun Fact: Apple was chosen because it came before Atari in the phone book in 1976. Look at these devices. Same look and feel, 4 completely different product markets. You can hold any one of these and KNOW you have an Apple dvice.
- Size of business is no excuse. LDM’s marketing budget is less than $400/month… and when started, it was less. Same colors, same look and feel. While modified to fit appropriately on each channel, same voice and type of posts.