We’ve heard the notion of the customer being in the driver’s seat over and over again and with so many choices and sources of information consumers are deciding, more and more, when they will allow brands in their lives.
An October poll of more than 3,000 Americans, ages 18 and older, provided insight into what makes customers loyal to a particular brand. To improve overall engagement and loyalty, brands should take into consideration their customer’s preferred method of communication, research methods and values they hold at highest importance:
- Brand Values: Nearly one-third of respondents (30 percent) cited “shared values” as a reason they are loyal to a brand.
- Email Outreach: While email was cited as the most popular way to communicate with companies, almost half of customers (48 percent) said they had problems with delayed or no responses to email.
- Customer Support: More than half of those surveyed (54 percent) would like — or may like — an offer of help before they have to ask for it.
- Personalization: 69 percent would like personalized information about a brand’s products.
- Product Quality: 75 percent said a product or service’s quality contributes to their brand loyalty.
- Internet Presence: 72 percent of respondents said they research products and services online.
The world is more connected because of technology these days, but marketing is becoming more regionalized, and more localized, even more individualized, as consumers resist homogenization. Personalization is not a trend. It is a marketing tsunami, here to stay, which will transform how we think about and how we manage global brands. Companies will decentralizing their structure and increase regional and local influence. However the economics of marketing in a digital world will challenge marketers. Because smart content creation should be native to the digital channel that reaches the audience, the single biggest challenge that marketers will need to solve is how to scale content in an economic way.