Consumer brand companies have historically developed brand loyalty and advocacy through mass market and other indirect marketing channels. Today, new media offers additional engagement channels and peer-to-peer social forums critical to a brand's loyalty strategy. Speaking directly with consumers is now a required marketing element for brand marketers – relationships can no longer be left solely to channel partners. However, finding the right model and marketing technology to sustain one-to-one and many-to-many customer relationships over time remains a challenge for brand marketers. Short-term campaigns begin the dialog; but a longer term vision and technology platform extends the conversation and solidifies more valuable customer relationships.
The Challenge for Consumer Brands
Consumer brand marketers face the following relationship marketing issues:
Identify and Understand - Marketers must first identify and then understand their consumers' actions. This is fairly easy when selling directly to consumers, but exceedingly difficult for indirect channel sales. Multiple sources and methodologies for data collection and analysis need to be explored.
Engage - Consumers have high expectations. Marketers must figure out their "give-to-get" equation and reward their consumers' engagement and loyalty by increasing the value and relevance of interactions. Listening, processing, and responding to consumers in ways that show commitment is essential.
The Loyalty Lab Approach
Unlike direct retail sales, consumer data and insights will come from a variety of sources, with a wide range of depth and format. Loyalty Lab built a powerful platform that recognizes interactions in the various channels that brand marketers employ. A consumer's dialog with a brand may occur through social media, sweepstakes entries, advergaming, or product registration. Loyalty Lab's solution captures, maintains, and leverages integral information over the customer's lifecycle
Features
Consumer brands require tools that make it easy for them to engage directly with consumers that enjoy their brands and products. Loyalty Lab provides the means of capturing those interactions and the infrastructure to generate insights, proactively communicate with targeted messaging, and manage loyalty marketing programs that recognize and reward brand loyalty. Key features of our platform include:
- Social media tracking
- Mobile content delivery
- Promotion tracking
- Segmentation and targeting
- Rewards engine
- Cross-channel analysis
Benefits
Consumer brand marketers can realize long-term upside by having a direct relationship with consumers in addition to selling through their retail channel partners. Loyalty Lab's products and experience consistently deliver value through:
- Ongoing programs that drive high rates of consumer capture and maintain a relationship over the long run
- Stronger levels of word-of-mouth and brand advocacy
- Visibility into consumer behavior over time through relevant engagement across multiple campaigns
- Higher rates of return on marketing campaigns