The document discusses building brand loyalty in the digital age. It outlines three steps to build loyalty: 1) create a product that delights customers, 2) get the brand top-of-mind through marketing, and 3) build relationships with customers by providing helpful information, support, and tracking their progress. It also discusses using digital tools like live chat, social media, and search optimization to interact with customers and drive word of mouth and search traffic.

2. Building brand loyalty in a digital age

5. Why brand loyalty? 12-18 months

6. 3 steps to loyalty heaven 1. Product that delights 3. Build a relationship 2. Get top-of-mind

7. Building a relationship Hungry for info Hungry for support Hungry for progress Excite- ment Secret Off to the shops Labour worries Coping Developing a routine Back to work? Desire for progress Pre Pregnancy Baby Weaning Toddler

8. Articles & tools First impressions count Personalise and tailor Forums & Friends

9. Common approach, different brands Pre Pregnancy Baby Weaning Toddler

13. Building brand loyalty in a digital age 1. Product that delights 3. Build a relationship 2. Get top-of-mind