One of the inherent benefits of loyalty programs is the data and insights marketers can glean about their best customers. Yet, as I talk with clients I often find marketers have the perception that their data strategy and loyalty programs do not belong together, and they are treated as separate marketing entities with unique teams, goals and plans. But data is an integral part of loyalty programs. Data fuels customer identity so loyalty marketers can better understand the behavior of their members, predict future behaviors and as a result drive more loyalty to their brand.
I have been in the data-driven/relevancy-driven marketing business for 25 years. I’ve seen the number of marketing channels explode. I’ve seen the marketing cycle time drop from quarterly to real-time. I’ve seen a reference book worth of buzzwords come and go.
This past year was marked by constant change, technological advances and innovation, leading to positive growth across the advertising and marketing industries. The following ten trends played an instrumental role in those successes in 2017 and will continue to make an impact in the New Year: