Each week, we aggregate the insights, issues and ideas dominating the conversations about brand engagement, customer loyalty and the future of marketing.
Why Brands Must Adopt An Approach of Continuous Engagement
This article shows how marketers confuse interactions with engagement. They’re not the same things. Interactions occur in the moment, while engagement occurs over time. Moving from interaction to engagement involves first gathering data to understand and predict customer behaviour, monitoring, acting, and refining – all as part of a continuous cycle that spans over the lifetime of each customer.
Source: iMedia Connection
Feeling Overwhelmed By Tech? You’re Not Alone.
Before brands consider creating a consumer engagement strategy housed and accessed solely in the digital space, they should pause and consider if it can be done with a more human interaction. It is still very much in vogue to bring people together –live and in person –in relevant, meaningful ways.
Read: Plugged in and unplugged
Why Focusing on External Fixes Doesn’t Drive Customer Loyalty
Brands tend to focus on external factors when approaching customer loyalty, instead of internal factors that influence the external outcomes. Companies become reactionary to customers’ satisfaction and loyalty rates, but instead of fixing the root causes – what their customers actually want – they place Band-Aids on the problem and don’t seek to understand what is really driving customer loyalty.
Engage Customers in Thoughtful, Meaningful and Dynamic Ways
Here’s seven great misperception about engagement (aimed at entrepreneurs) that brands should promptly set aside.
What Makes Millennials Loyal
A new report, “What Makes Millennials Brand Loyal?,” surveyed 2,000 Millennials to gain a better understanding of how they view brands and their general feelings about brand loyalty. Results indicate that they see themselves as loyalists, but in a different manner than their Gen X siblings or Baby Boomer parents.
How Lack of Engagement Killed Quiznos
Brand enagagement and loyalty expert Bob Passikoff explains how Quiznos dependency upon the franchisees didn’t allow the brand to create an engaging and differentiating position (and menu of offers) and so they ended up – not a brand – but a placeholder in the category.
Source: Blue MauMau
Loyalty: Beyond Pricing, Promises & Points
There are three keys to securing consumer loyalty in today’s market: know your customers, coordinate online and offline customer experiences, and anticipate service opportunities.
Driving Engagement Through Emotional Content
If you want to generate more positive engagement, you must connect with your audience on an emotional level using valuable content that solves their problems. Use these 5 tips to guide your strategy.
Source:Convince & Convert
How Brands Can Ensure a Seamless Customer Experience for Omni-Channel Shoppers
Is the emergence of new high street technology being driven proactively by retailers or are they merely responding to consumer demands? This new Omnico study unveils how technology is transforming the customer experience on the world’s most famous shopping street.
Read: 5th Avenue research whitepaper