This means creating loyal customers in a world where your competitors can to be everywhere at the same time, buying habits are becoming more research-oriented and a single social mistake can quickly erode the favorable reputation of your brand?
It is all too common for brands to promote the brand simply by offering loyalty points to anyone who wants to identify themselves as a customer or to load an app on their phone. possibility of resorting to tactics of fear which emphasize the weaknesses of your competitors (remember the old ones I am a Mac / I am a PC the chestnuts?).
However, today’s consumers – especially digital natives like Generation Y and Generation Z – may be more concerned about the fear of being ignored (FOMO) than about the fear of getting lost. And with online reviews social references and comparison tools readily available to influence every buying decision, marketers are faced with a new uncomfortable reality: even our most loyal and most attractive customers appear in their social news feeds or becomes deeply reduced in an Amazon Prime Day sale.
Changing consumer behavior, combined with the growing need to control costs, is driving brands to rethink their definition of loyalty and reinvent their strategies to encourage them. If you want to strengthen your relationship with customers after purchase through the content, here are some important considerations and useful conversations to check out:
Are some actions “more loyal” than others?
Businesses began to broaden their vision of the loyalty value proposition, including how to quantify it, reward it, and maximize its return. As a recent MarketingWeek podcast shows, UK-based brands such as Virgin, Sainsbury’s and Sky now consider the location, duration and frequency of purchases in their loyalty programs. In addition, US companies such as Sephora and Subway are enhancing the engagement potential of their programs by adding weighted levels, community activation features, and exclusive experiences to help them distinguish random acts from passionate evangelization. reward both behaviors accordingly.
Listen to MarketingWeek What is the future of loyalty?
Consider: As recalled Robert Rose recently, if you want to influence the buying process at any point of contact, you must first gain the trust of this consumer. This is not something to take lightly. The confidence that leads to lasting loyalty probably will not materialize through a single interaction, a temporary discount or a free gift stuck behind a mountain of frequent fly-by miles. Rather, it will take an ongoing commitment to deliver a fully satisfying brand experience – something that loyalty promotion content efforts like chatbots how to make videos and testimonials are well suited to help you accomplish.
Incidentally, the above conversation is only one of the many discussions that Marketing Week offers about brand loyalty. If there is one area that you wish to explore in more detail, I recommend you start here .
The potential monetary value of loyalty
Bloomberg (and many other sources of information) recently debated in another way that brands embrace their vision of loyalty in the 21st century: Enterprising Marks as Chanticleer Kodak and Burger King began experimenting with financial exchanges supported by block chains. to pay for their purchases, exchange for other crypto-currencies, or even exchange for cold cash. An advantage for consumers who collect digital branded items is that everything they earn belongs to them and uses them as they please – unlike airline miles, which have many restrictions and are designed to expire after a period of time. Established inactivity.
Read Bloomberg Forget the air miles. Crypto coins will reward programs
Consider: Although the value of this highly volatile trend for content marketing remains to be determined, its potential for creating large-scale enclosed garden economies is virtually limitless. It’s now the right time for content strategists to start improving their understanding of deregulated digital currency (this article from Fortune is a good starting point) and plan how they could participate if only later.
Emotional Triggers as Drivers of Loyalty
The building blocks of a lasting commitment to the brand have aroused the curiosity of Mary Meehan, a cultural scientist and co-founder of Iconoculture. In this article by Forbes, she shares the findings of a comprehensive study of how brands can establish emotional fidelity on a large scale by taking advantage of five key trends as cultural drivers of the affinity of the brand.
Among the most intriguing aspects of Mary’s research is the effect  . Capitalizing on this effect could serve as a powerful catalyst for increasing brand evangelization, especially among the FOMO crowd.
Consider: The potential impact of the bystander effect is an interesting case for creating high-visibility content experiences that not only feel important to customers but sell subtly a lifestyle motivating the audience. these benefits for themselves. The documentary style series of the outdoor lifestyle brand Yeti is a good example. It features people who inspire others to follow in their footsteps (very active).
Does loyalty have an expiration date?
As marketers, how can we maintain brand loyalty if our customers end up exceeding (literally or figuratively) their need for our products? This is an issue that the online shoe retailer Rothy faced when he launched a new line for girls, shoes made from recycled plastic water bottles. As this Adweek article mentions (free registration is required), the brand focused its social media content on the versatility of durable, fashionable and washable footwear machine to take advantage of both feelings. the confidence that shoes inspire in active girls and the social media that boast about the rights that parents earn to support an eco-conscious business. Whereas the net score of Rothy’s promoter is apparently out of the charts, it’s a strategy that can continue to bear fruit in good will even after these shoes be ready for the battery.
Restore this love sentiment of the brand
When you start creating a connection with the consumer and the lines of communication suddenly go blank, content marketing techniques such as retargeting can often help them get back to conversion. However, as an Adweek article points out (free registration required), criminal harassment (aka retargeting) may not be the best approach to rebuilding broken customer relationships that occur after a purchase. For example, if product malfunctions or poor customer service experience have led customers to retreat, bombarding them with standard messages that we want to make may seem insensitive to their needs or disconnected from their experience. The article suggests first of all why they left ( Twitter polls or emails may reveal the cause of their dissatisfaction). Then follow a constructive content experience. Displaying demonstration videos, community forums, or DIY problem-solving tools (such as AT & T’s UFix Self-Service System ) can turn a negative situation into a negative one. memorable and positive experience.
Conclusion of content
Brand loyalty can be harder to win nowadays and even harder to maintain in the long run. But with the right content creation tools and a commitment to meet evolving needs and preferences, the good things your brand can do for satisfied customers will be good.
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Cover image by Joseph Kalinowski / Content Marketing Institute