{"id":3799,"date":"2012-01-11T23:03:57","date_gmt":"2012-01-11T23:03:57","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=3799"},"modified":"2012-01-11T23:03:57","modified_gmt":"2012-01-11T23:03:57","slug":"brand-managers-who-want-more-loyal-customers-need-to-do-this","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2012\/01\/brand-managers-who-want-more-loyal-customers-need-to-do-this\/","title":{"rendered":"Brand Managers Who Want More Loyal Customers Need To Do This"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" title=\"brand loyalty\" src=\"http:\/\/www.stargroup1.com\/sites\/default\/files\/uploads\/12.14.09_-_istock_000011169329xsmall.jpg\" alt=\"\" width=\"360\" height=\"360\" \/>Every brand manager and product manager in the world wants more loyal customers, right? Well if they can master the art of one-simple 6-letter word they would be well on their way to achieving their goals.<\/strong><\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.stargroup1.com\/sites\/all\/libraries\/ckeditor\/images\/spacer.gif?t=B8DJ5M3\" alt=\"Unknown Object\" align=\"\" \/>This seemingly innocuous or harmless word can be very harmful and quite damaging to a brand\u2019s long term success if not done properly and consistently.The word is \u201c<strong>engage<\/strong>\u201d or \u201c<strong>engagement<\/strong>\u201d if you prefer. No matter what you call it interacting and engaging with your customers and prospects is the key to establishing, fostering and maintaining brand loyalty. However as know from a recent post,\u00a0<a title=\"star group\" href=\"http:\/\/www.stargroup1.com\/blog\/engagement-most-important-digital-challenge-marketers\" target=\"_blank\">Engagement Is The Most Important Digital Challenge For Marketers<\/a>\u2026 \u201cAccording to a recent McKinsey quarterly report, having the ability to engage their customers and leverage those relationships is the number one digitally-related challenge facing marketers today.\u201d<!--more--><\/p>\n<p>In its findings from a recent report, the\u00a0<strong>Top 12 Customer Loyalty Trends for 2012<\/strong>\u00a0&#8211; Loyalty 360, the loyalty marketer\u2019s association made it perfectly clear that\u00a0brand managers and product managers and all digital marketers better meet that challenge head on.<\/p>\n<p><strong>\u201cCustomer engagement is the journey, loyalty is the destination.<\/strong>\u00a0Loyalty is a much bigger, broader, richer and growing ever more complex idea than it has been in the past. Loyalty is no longer about points, discounts, miles, rewards; it is about the way the processes, technologies, ideas, interactions engage an individual with the\u00a0<a title=\"star group\" href=\"http:\/\/www.stargroup1.com\/star-group-services\/specialties\/brand-planning-architecture\" target=\"_blank\">brand<\/a>.\u00a0<strong>The only way to achieve loyalty is through deeper engagement.\u201d<\/strong><\/p>\n<p>That last line is very powerful indeed if for no other reason the use of the word \u201conly.\u201d<\/p>\n<p>More from their report:<\/p>\n<ul>\n<li>Marketers are being distracted by daily deal sites and need to refocus and get their eyes on the ultimate prize. \u201cWhile daily deals like Groupon, LivingSocial are generating lots of buzz, marketers are realizing that these price-based technologies have taken their focus away from the real prize: customer loyalty.\u201d<\/li>\n<li>The issue of Big Data is all-too real and knowing how to use it effectively.\u00a0\u201dStudy after study is showing that marketers are struggling with mining this data and analyzing it in order to derive valuable insights and actionable intelligence from it.\u201d<\/li>\n<li><a title=\"star group\" href=\"http:\/\/www.stargroup1.com\/blog\/why-brand-marketers-need-more-brand-ambassadors\" target=\"_blank\">Marketers will seek out brand ambassadors<\/a>.\u00a0\u201dSocial personalization will increase. Marketers will harness the power of recommendations and referrals to persuade customers and prospects to follow their friends\u2019 leads. They will become more proactive in encouraging reviews, implementing refer-a-friend programs, etc.\u201d<\/li>\n<\/ul>\n<p>These are just some of the loyalty trends Loyalty 360 identified and you can read the full report\u00a0<a href=\"http:\/\/www.loyalty360.org\/press_center\/feed\/loyalty-360-releases-top-12-customer-loyalty-trends-for-2012\/\" target=\"_blank\">here<\/a>.<\/p>\n<p>It is clear, now more than ever, that engaging your customers and your prospects in a deep and meaningful way is paramount to any company\u2019s success. Consumers want to engage their favorite brands, they want to know you are listening, they want dialogue, two-way conversations.<\/p>\n<p>How do engage your customers now?<\/p>\n<p>What other ways can you engage them?<\/p>\n<p>As a consumer, which we all are at the end of the day, how do you want your favorite brands to engage with you?<\/p>\n<p>Steve Olenski<\/p>\n<p>&nbsp;<\/p>\n<p>Sources:\u00a0<a href=\"http:\/\/www.loyalty360.org\/\" target=\"_blank\">Loyalty 360<\/a>, Google Images, Star Group<\/p>\n<p><em>Steve Olenski is the Creative Director of Digital Services for\u00a0<a title=\"star group\" href=\"http:\/\/www.stargroup1.com\/\" target=\"_blank\">Star Group<\/a>, a marketing communications firm dedicated to driving engagement with B2B and B2C brands operating in today\u2019s hyper-competitive, rapidly evolving digital marketplace.<br \/>\n<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every brand manager and product manager in the world wants more loyal customers, right? Well if they can master the art of one-simple 6-letter word they would be well on their way to achieving their goals. This seemingly innocuous or harmless word can be very harmful and quite damaging to a brand\u2019s long term success &#8230; <a class=\"read-more\" href=\"https:\/\/www.thesocialcmo.com\/blog\/2012\/01\/brand-managers-who-want-more-loyal-customers-need-to-do-this\/\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,1383],"tags":[1482,57,1484,1567,1568,1569,1570,1571],"class_list":["post-3799","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-steveolenski","tag-b2b-marketers","tag-b2b-marketing","tag-b2c-marketers","tag-brand-management","tag-brand-managers","tag-brand-marketers","tag-brand-marketing","tag-consumer-loyalty"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3799","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=3799"}],"version-history":[{"count":2,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3799\/revisions"}],"predecessor-version":[{"id":3801,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3799\/revisions\/3801"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=3799"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=3799"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=3799"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}