Over the last decade, marketers witnessed a quiet evolution, as promotion and trade spending slowly combined and created a version of shopper marketing that delivered shopper solutions and retail merchandising benefits. Those traditionally separate and distinct promotion and trade budgets began to meld together in opportunistic ways delivering stronger results than either spending bucket could deliver alone.
Return on investment is a measure commonly used by marketers. But is ROI still the most comprehensive way to measure modern marketing? We believe it is not.
We recently partnered with Wylei Research to better understand the ways consumers feel about brand loyalty and the drivers behind those feelings. While the study revealed some interesting findings (stay tuned for the full report), one in particular caught me off guard. The research revealed that loyalty reward programs do not drive loyalty. That’s a bold statement, but if you think about it in the context of the current economy and marketing landscape, it makes perfect sense. Today out-of-the-box loyalty programs can no longer survive. Implementing a “me too” and standard “best practices” approach results in minimal marketplace differentiation. Whether your effort is implicit or explicit, traditional design or based on game mechanics, you must have a clear understanding of what you want to achieve, what your brand represents, and who your ideal customer is. Then, use ‘best processes’ to define the best strategy for your brand. The recession has had a dramatic impact on the attitudes of consumers. The result is a transformation loyalty marketers need to understand to survive. With the data deluge, the shift from .com to .me and the epidemic of ‘time starvation’ your messages and offers must be relevant, in the context of a consumer mission and must add value for the consumer or they will be ignored. Successful modern day loyalty marketing must be built on six pillars: