:: MARKETING DOLLARS MOVE AGAIN:
Loyalty and Relationship Marketing
We’ve all read the reports that marketing dollars are moving. Gone are the days of inflated advertising budgets supporting outrageously expensive ad buys to build brand awareness. While building brand awareness is still an important part of the marketing mix, it’s difficult to measure and hard to track results that directly affect the bottom line. This combined with increasing pressure marketing executives are getting from upper management to demonstrate ROI, have lead to more scrutiny of dollars spent.

So where do marketing organizations go from here? How do they continue to prove their value to the organization and increase the profitability of their programs? More and more organizations are looking to their existing customers for the answers. Loyalty and Relationship marketing are becoming increasingly more important with experts saying that spending on awareness needs to take a cut in favor of these more customer-centric activities.

As reported in inside 1to1 media, at the Automotive News marketing seminar in Los Angeles, Nissan’s North America marketing vice president Jan Thompson challenged the industry to find new and effective ways to reach their audience, “We’re having a hard time figuring out the right way to send the right message to the right person at the right time.”

Loyalty and Relationship marketing that incorporates triggered campaigns based on pre-determined business rules solves that problem. It allows you to speak to your customers where, when and how they want you to. By leveraging information on existing customers, organizations have the tools they need to develop comprehensive programs that include relevant information to the individual they’re targeting. By increasing the relevancy and significance of your communications, and tailoring the message to that specific customer, your loyalty programs, and overall relationship marketing, take on a whole new dimension.

The results have been staggering – organizations are seeing double digit response rates, a significant reduction in churn and are increasing the number of services and/or products sold per customer, ultimately increasing their revenue. Marketing programs that create ongoing dialogue with customers to increase loyalty is a necessity today. The outcome is measurable and the ROI, undeniable.

Andy Frawley
Click Tactics, CEO

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