Loyalty is a very tricky subject especially within the context of marketing. It’s often discussed but largely misunderstood. Some scholars such as Dr. Byron Sharp of the Ehrenberg-Bass Institute don’t think it’s reasonable to assume we can affect brand loyalty. In fact, many don’t believe building loyalty is the purpose of marketing at all. Yes, loyalty is on the decline, but this does not mean that it’s out of reach for marketers. To deny loyalty as a goal undermines a key aspect of what marketing should be about. Please enjoy our white paper on how marketers need to redefine loyalty so we can start building real sustainable brand loyalty.
Would you consider your brand a “good friend” or merely an
“acquaintance”? Do customers trust your brand, but don’t see you as an advisor? Do you have a story to tell, but customers don’t know it? What kind of friend do you want to be to your audience? Brand as Friend helps you understand how your brand currently resonates and provides a path forward to create an effective, motivating and differentiated brand position, along with an integrated marketing plan to activate it and well-informed creative to bring it to life.
Evaluating ad effectiveness with social mediaCrimson Hexagon
This case study uses social media analytics to evaluate consumer opinion and advertising effectiveness, comparing Macy's holiday ad campaign in 2011 to the ad campaign in 2012.
presentation aims at to highlight the importance of each element of communication that leads to build the confidence of the consumer to become your customer.it must be understood by marketer that each element is important but, when in synergy you create effectiveness.
This is a presentation of grass-root marketing strategies for home inspectors. These techniques and this system will allow Home Inspectors to grow a 100% by-referral business and stop advertising.
Come dig in with us on three key aspects of engaging with customers and learn about specific techniques that will help drive sustainable growth in your business: Getting into the mindset of your prospects and customers, creating content that resonates with your target audience, and initiating a relationship.
Would you consider your brand a “good friend” or merely an
“acquaintance”? Do customers trust your brand, but don’t see you as an advisor? Do you have a story to tell, but customers don’t know it? What kind of friend do you want to be to your audience? Brand as Friend helps you understand how your brand currently resonates and provides a path forward to create an effective, motivating and differentiated brand position, along with an integrated marketing plan to activate it and well-informed creative to bring it to life.
Evaluating ad effectiveness with social mediaCrimson Hexagon
This case study uses social media analytics to evaluate consumer opinion and advertising effectiveness, comparing Macy's holiday ad campaign in 2011 to the ad campaign in 2012.
presentation aims at to highlight the importance of each element of communication that leads to build the confidence of the consumer to become your customer.it must be understood by marketer that each element is important but, when in synergy you create effectiveness.
This is a presentation of grass-root marketing strategies for home inspectors. These techniques and this system will allow Home Inspectors to grow a 100% by-referral business and stop advertising.
Come dig in with us on three key aspects of engaging with customers and learn about specific techniques that will help drive sustainable growth in your business: Getting into the mindset of your prospects and customers, creating content that resonates with your target audience, and initiating a relationship.
Advisor success in social media white paperVictor Gaxiola
Social media is rapidly changing the way people communicate and the way consumers buy products and services. Sites like Facebook, LinkedIn and Twitter are drawing in millions of users, but what does that mean for your practice? In this white paper Mark Cohen and Victor Gaxiola explore the impact that social media can have on and advisor's practice to engage with customers to increase productivity and drive success.
Donor Relationships can be grown and fostered to improve retention and key financial behaviors over time. What is required is a theory based view of how these relationships form and how to measure and systematically impact them in simple, straightforward ways.
Basics of Social Media for Business, a continuing education class and the first step in the Social Media Certificate at Southeastern Community College's Center for Business.
A presentation by the Community Foundation for Northeast Georgia and Rock Paper Scissors to help nonprofits understand their brand impact on their organizations, begin building a Brand Commitment and Marketing Plan, establish the value of storytelling and its impact on marketing, and reconnecting with social media and how it impacts a nonprofit's efforts.
Social Media is a platform where you can create a life-long relationship with your audience by simply gaining their trust and loyalty. But how is Social Media related to Return on Relationship? The key to measuring social is understanding your Return on Relationship, which I believe is measured through Organic Engagement, Community Management, Sentiment Monitoring and much more.
Future of loyalty An initial perspective by Christopher Evans of the Collins...Future Agenda
An initial perspective on the future of loyalty by Christopher Evans of the Collinson Group. This is the starting point for the global future agenda discussions taking place through 2015 as part of the the futureagenda2.0 programme. www.futureagenda.org
Are you struggling to create content that engages your audience? Content marketing success relies on your ability to understand and target the customer context. This guide helps you do just that.
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Learn how implementing a b2b social selling strategy can help you increase your close rate by reading Unthink Solution's brand new 24-page guide, Social Selling: Thought Provoking Insights That Go Beyond the Latest Trends to Explain the How and Why of Social Selling.
Whitepaper_Designing for the Consumer Experience: The Role of Psychology in M...Elena Bubeeva
A comprehensive document that covers the main techniques and provides practical examples you might use in your own marketing strategies. From universal Gestalt principles to conversion-centred design - it is all covered - so you can understand your customer better.
32 Marketing Tips That Never Go Out of StyleRich Brooks
Tired of chasing the next “big thing” in marketing? Maybe it’s time to get back to basics.
It’s that time of year again. All the prognosticators are telling us what’s coming next. All the “10 Marketing Trends for 2015″ posts. All the advice to make you nervous that you’re falling behind.
But the truth is, the more things change, the more they stay the same.
So, in the spirit of uncovering timeless strategies, we asked 32 of our all-time favorite marketers to share with us their best tips that never go out of style.
OK, we included ourselves, but that’s just because we wanted to rub shoulders with these luminaries.
Is your “evergreen” marketing tip in this list? If not, make sure you share it in the comments below.
This presentation goes beyond just social media and will include high level strategy as well as low level tactics. It also introduces the importance of engagement in creating and deepening your relationship with brand ambassadors.
Specific case studies are included as well as options for calculating ROI.
The time has come for us to change the way we think about
marketing so we can execute it more effectively within our new marketplace. More specifically, the mission for marketing must
evolve from generating transactions that sell goods and services to building emotional relationships that are then leveraged to
sell goods and services.
Advisor success in social media white paperVictor Gaxiola
Social media is rapidly changing the way people communicate and the way consumers buy products and services. Sites like Facebook, LinkedIn and Twitter are drawing in millions of users, but what does that mean for your practice? In this white paper Mark Cohen and Victor Gaxiola explore the impact that social media can have on and advisor's practice to engage with customers to increase productivity and drive success.
Donor Relationships can be grown and fostered to improve retention and key financial behaviors over time. What is required is a theory based view of how these relationships form and how to measure and systematically impact them in simple, straightforward ways.
Basics of Social Media for Business, a continuing education class and the first step in the Social Media Certificate at Southeastern Community College's Center for Business.
A presentation by the Community Foundation for Northeast Georgia and Rock Paper Scissors to help nonprofits understand their brand impact on their organizations, begin building a Brand Commitment and Marketing Plan, establish the value of storytelling and its impact on marketing, and reconnecting with social media and how it impacts a nonprofit's efforts.
Social Media is a platform where you can create a life-long relationship with your audience by simply gaining their trust and loyalty. But how is Social Media related to Return on Relationship? The key to measuring social is understanding your Return on Relationship, which I believe is measured through Organic Engagement, Community Management, Sentiment Monitoring and much more.
Future of loyalty An initial perspective by Christopher Evans of the Collins...Future Agenda
An initial perspective on the future of loyalty by Christopher Evans of the Collinson Group. This is the starting point for the global future agenda discussions taking place through 2015 as part of the the futureagenda2.0 programme. www.futureagenda.org
Are you struggling to create content that engages your audience? Content marketing success relies on your ability to understand and target the customer context. This guide helps you do just that.
Social Selling: Thought Provoking Insights That Go Beyond the Latest TrendsGretchen Lehman
Learn how implementing a b2b social selling strategy can help you increase your close rate by reading Unthink Solution's brand new 24-page guide, Social Selling: Thought Provoking Insights That Go Beyond the Latest Trends to Explain the How and Why of Social Selling.
Whitepaper_Designing for the Consumer Experience: The Role of Psychology in M...Elena Bubeeva
A comprehensive document that covers the main techniques and provides practical examples you might use in your own marketing strategies. From universal Gestalt principles to conversion-centred design - it is all covered - so you can understand your customer better.
32 Marketing Tips That Never Go Out of StyleRich Brooks
Tired of chasing the next “big thing” in marketing? Maybe it’s time to get back to basics.
It’s that time of year again. All the prognosticators are telling us what’s coming next. All the “10 Marketing Trends for 2015″ posts. All the advice to make you nervous that you’re falling behind.
But the truth is, the more things change, the more they stay the same.
So, in the spirit of uncovering timeless strategies, we asked 32 of our all-time favorite marketers to share with us their best tips that never go out of style.
OK, we included ourselves, but that’s just because we wanted to rub shoulders with these luminaries.
Is your “evergreen” marketing tip in this list? If not, make sure you share it in the comments below.
This presentation goes beyond just social media and will include high level strategy as well as low level tactics. It also introduces the importance of engagement in creating and deepening your relationship with brand ambassadors.
Specific case studies are included as well as options for calculating ROI.
Similar to Redefining Brand Loyalty: The Emotional and Behavioral Aspects of Loyalty (20)
The time has come for us to change the way we think about
marketing so we can execute it more effectively within our new marketplace. More specifically, the mission for marketing must
evolve from generating transactions that sell goods and services to building emotional relationships that are then leveraged to
sell goods and services.
This presentation is a summary of several research sources on the topic of post-COVID travel intentions. It includes: key findings, detailed finding, and strategic recommendations.
Whether you are a brand or a retailer, emotion is the new currency to get consumers to consume, and shoppers to buy. Today, marketers use actual currency in the form of price promotion, but this is costing too much and is no longer sustainable. If emotion is indeed the new currency, then stories are the critical new delivery system. If you want your brand to be a contending force in 10 years, you must write your brand story today, or you will be writing its obituary later. The million dollar question is — how do you
create your brand story?
For decades, successful companies dominated their markets by creating economies of scale, identifying product-based points of differentiation, and then promoting them to anyone who was listening. The common denominator underlying this industrial formula for success was mass: mass sourcing, manufacturing, distribution, media, audiences, and retailing. But we all know mass is dead. So if mass is no longer the common denominator for success, then what is?
A strategic planning process for translating consumer, consumption-driving initiatives into shopper, purchase-driving initiatives. Following this process can increase your return on shopper marketing budgets by 10-20%.
This paper explores five shopper fallacies - assumptions we have about our shoppers that are false – and five new shopper truths that will help marketers in any industry to connect, engage, and inspire their shoppers to purchase their brands. The truths presented in this paper are relevant to any business whether packaged goods, durables, or financial services.
In developing strong shopper marketing capabilities, organizations must pass through three stages1:
• Incubating: Testing small-scale programs with retailers, mainly tactical in nature.
• Scaling: Larger-scale, more strategic programs, generating higher returns.
• Culturally Embedding: More sophisticated programs that generate significant improvements on ROI.
Companies successfully work their way through Incubating into Scaling, but making the transition into Culturally Embedding presents bigger challenges. This is where shopper marketing sits today, on the verge of full optimization.
These factors — and the challenges they present — are fairly new or not fully understood yet, which seems to explain why they aren’t currently top-of-mind. They also garner less attention from the C-Suite because they are not easily quantifiable. Nearly all factors discussed here have deeply human and emotional traits to them, making them somewhat unique and harder to grasp. Nonetheless, we believe they are of great importance in the future of marketing and should be addressed accordingly.
The Greek philosopher Heraclitus said, “The only thing that is constant is change,” and nowhere does this seem truer than in the world of marketing. Change seems to happen more frequently and with more severe consequences than ever before. Learn about five key factors driving complexity in today's marketplace.
There is no question that trade promotion has its value, but overusing it dilutes its efficiency, erodes brand equity, and devalues the entire category. As we determine how marketing must evolve in the future, we need to give shoppers a better reason to buy our brands, one that is relevant and meaningful to them and does not solely depend on price and need. Emotion — not price promotion — is the new currency with which we can successfully sell goods and services.
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Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
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With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
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SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
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Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
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• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
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2. Loyalty is a very tricky subject especially within the context of marketing. It’s often discussed but largely
misunderstood. Some scholars such as Dr. Byron Sharp of the Ehrenberg-Bass Institute don’t think it’s reasonable
to assume we can affect brand loyalty. In fact, many don’t believe building loyalty is the purpose of marketing at all.
Yes, loyalty is on the decline, but this does not mean that it’s out of reach for marketers. To deny loyalty as a goal
undermines a key aspect of what marketing should be about.
Today, marketing’s sole purpose is to generate transactions that lead to the sale of goods and services. It is this
transactional mentality that drives brands and retailers to resort to cheap manipulation through price promotion
that, in the end, is anything but cheap. But what if marketing were about building deeply emotional relationships
that are then leveraged to sell goods and services? While this may seem like a small shift in words, it has serious
implications for how we should define brand loyalty.
Loyalty is often defined as an obligation and commitment (something you promised to do) or the active result of
love and trust. In other words, it’s seen as a behavior, which aligns with how we define it in marketing. We measure
brand loyalty based on past 3, 6, 12-month purchases and future 3, 6, 12-month purchase intent. We understand it as
a series of actions that form a buying pattern favorable to our brand, and we assume, that with the right approach
and tactics, it will continue in the future. But is this the correct definition of brand loyalty? In order to answer this
question, we must first understand loyalty in the context of interpersonal relationships.
3. There is a simple exercise we use with audiences that makes it clear we’re
defining loyalty incorrectly. We randomly select a volunteer from the audience
we’ve never met (let’s call him David) and give him the following scenario.
Here is how the exercise goes from there.
David: “No way!”
Me: “I’ll buy you a cup of coffee.”
David: “No.”
Me: “How about dinner at a nice steak house?”
David: “Still no.”
Me: “Okay, let’s get serious then, how about $1500.”
David: “You’re getting closer.”
Me: “Let’s get this done, $3000?”
David: “We have a deal!”
Me: “Great, so you will help me move if I pay you $3000?”
David: “Yes.”
Me: “Okay. Do you have a favorite brother or sister?”
David: “Yes, my brother Michael.”
Me: “If Michael were the one asking for your help, would you help him?”
David: “Yes, of course.”
Me: “Would he have to pay you $3000?”
David: “Of course not.”
Me: “Why do I have to pay you $3000 but not Michael?”
David: “Because he’s family.”
The reason Michael would not have to pay David $3000 but I would, comes
down to a difference in loyalty. David is loyal to Michael emotionally, while David
is loyal to me behaviorally. If David requires $3000 every time I need to move,
can I really call him loyal?
I’m moving this weekend and I need help hauling boxes and
furniture. Based on what you know about me (remember,
David and I just met), would you help me move?
4. Let’s assume an alternate scenario in which I know in June I’ll be
moving in December. In this situation, I’m going to split the $3000 into
two accounts of $1500 each. Knowing I will need help in six months, I
start building a relationship with David using the money from one of
the accounts. I take him to dinners, golfing, and to a few ball games;
in other words, we build an emotional relationship. Chances are, at
the end of that $1500, David will be willing to help me move with no
additional payment, saving me the other $1500. This is the approach
to loyalty we need in marketing.
The point of this exercise is to show that loyalty is an emotion that
triggers behavior, it is not solely a behavior. It’s a social construct we
pulled into marketing, the definition of which we changed to suit our
own purpose. As we explore the need to evolve the very mission of
marketing in order for brands to be successful in the future, we must
also return the definition of loyalty back to its social roots.
“Consider the construct of ‘brand loyalty.’ It means one thing
when it refers to a person’s repeatedly buying a product -
behavior that could simply reflect habit or passivity. It means
something totally different when it refers to a person’s going
out of his way to find a specific brand or deferring a purchase
until he finds it, a behavior that suggests dedication.”
—Gerald Zaltman, How Customers Think
“What distinguishes loyalty is that it is deeply
affective and not primarily rational. (…) The
emotional character of loyalty also sets it apart
from obligation. If obligation is rule driven,
loyalty is motivated by the entire personality
of the person…”
—Judith N. Shklar, Political Theorist,
Harvard University
5. To best accomplish this, we must better understand the five key aspects of loyalty in a social context and how they
translate to brand relationships. As you can see in Table 1, each of the key aspects has a direct and easily applicable
correlation to building brand loyalty; therefore, we should approach building brand loyalty almost exactly as we
build loyalty in a personal relationship.
INTERPERSONAL RELATIONSHIPS BRANDS RELATIONSHIPS
SOCIAL
CONSTRUCT
DRIVES
BEHAVIOR
CONTRIBUTES
TO IDENTITY
CONTAINS
LAYERS
IS TESTED
Built and maintained through repeated
social interaction with others based on
shared emotional beliefs.
Built and maintained through repeated
interaction with a brand based on shared
emotional beliefs.
Ongoing interactions and acts of loyalty
strengthen the relationship, deepening
the loyalty.
Ongoing interactions and acts of loyalty
(usage, purchase, advocacy) strengthen
the relationship, deepening the loyalty.
People’s identities are shaped by our
social connections and the strength of
those connections.
Consumer and shoppers’ identities are
expressed through the brands with whom
they emotionally connect.
People have several layers of loyalty that
shape their lives.
These layers help shape shoppers’
purchase decisions.
Our loyalty layers are tested by coming
into conflict with one another.
Consumer/shopper loyalty is tested by
competitors and breaches of trust.
TABLE 1
“It could help to conceptualize that loyalty is a connection emotion which operates to link [people].”
—James Conner, The Sociology of Loyalty
6. Christopher Brace founded Syntegrate Consulting in 2006, and as CEO leads all client
projects. He can be reached at brace@syntegrate-consulting.com.
Carlos Pinero is a Marketing Assistant at Syntegrate Consulting and leads the
company’s social and digital marketing and assists on client projects. He can be reached
at carlos@syntegrate-consulting.com.
Syntegrate Consulting is an insight-based strategic consulting firm that specializes in
helping clients build better brands, communications, and go-to-market strategies that
create new value in the marketplace through syntegration: the bringing together of
dissimilar research, knowledge, insights, and people to create something completely new.
Please visit our website at www.syntegrate-consulting.com.
In both cases, collaborative exchanges form an emotional
bond that keeps the relationship stable no matter the tenor
of the interactions – negative or positive – that might arise
over time. If marketers spent more time and resources on
building emotional loyalty up front, then we wouldn’t have to
spend so much money trying to trigger behavioral loyalty on
the back end. The stability of this type of bond anchors the
brand, allowing it to better transcend the ups and downs of a
relationship with consumers and shoppers.
While brand loyalty is elusive to most marketers, we should
not abandon all hope of acquiring it. In returning loyalty to its
original social roots, we can go about achieving brand loyalty
more successfully. Rather than focusing on behaviors, brands
and retailers need to keep their efforts and dollars focused on
developing emotional loyalty. The more emotionally loyal your
consumer, the less money you will have to spend to get the
shopper to purchase your brand. Just because you have a loyal
shopper does not mean you have a loyal consumer, but if your
consumer is loyal, your shopper most likely will be as well.