Most loyalty programs are no match for today's breed of digitally empowered consumer, confirms the latest study on brand loyalty from Acxiom, a marketing services and technology leader, and Loyalty 360 – The Loyalty Marketer’s Association. Because consumers can use digital tools and technologies to access ever-growing volumes of information about products, prices, customer satisfaction and availability, virtually all brand-related metrics, including loyalty, are in serious decline, the study reports. Only 25% of consumers now report loyalty to a brand. Marketer confidence in loyalty programs has also waned. While 84.5% of executives surveyed said they use customer retention marketing strategies, barely half believed their strategies are working. For details, see http://www.prweb.com/releases/2012/3/prweb9293625.htm
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, April 12, 2012
Tuesday, April 10, 2012
Direct Mail Still Reigns in the Marketing World
Direct mail is not only alive but kicking up ROI in this digital age, argues Steve Olenski in a recent article for forbes.com's CMO Network. He points to global research agency Millward Brown's finding that physical media, like direct mail, leave a "deeper footprint" in the brain than online efforts, and to ICOM's recent national survey showing a preference for direct mail transcends demographics to include 18- to 34-year-olds. It's no surprise a recent Target Marketing magazine survey found direct mail rated as the top ROI channel of business-to-consumer marketers, but why does Steve still need to remind us of direct mail's advantages? Many marketers shy from direct mail because they lack training, experience and confidence with it, concluded the Kern Organization. Our conclusion: Direct-mail pros have some educating to do! For more, see http://www.forbes.com/sites/marketshare/2012/03/11/direct-mail-alive-and-kicking/2/
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