Throughout 2017, brands across multiple industries excelled by embracing new technologies, designing unique offerings and delivering unforgettable customer experiences. Indeed, Gartner predicts that by 2018, more than 50% of organizations will redirect their investments to customer experience innovations. Proving once again, that if you want to sustain brand loyalty, you need to align your brand promise to delivering relevant and engaging experiences valued by your best customers.
The Internet of Things (IoT) has shifted from a trend to something all marketers need to consider.
Emotions are something we as humans all have and react to on a daily basis. But as marketers, do we focus on emotions? Do they factor in to loyalty program planning and campaign execution? The majority of humans make decisions emotionally, not rationally. For example, 95% of purchasing decisions, according to Harvard Business School professor Gerald Zaltman, take place unconsciously and emotions are leveraged to drive that decision. In other words, people feel first, and they think second. Appealing to someone’s feelings or emotions is most certainly an art. But naturally, the tendency for many marketers is to focus on the science of what we do as it’s calculated and easier to measure and attribute, especially when it comes to reporting back to finance. Focusing on emotions can be difficult, because they can be unpredictable, and often intimidating or confusing to marketers but they are just as important.