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We’re deep into the age of loyalty and rewards programmes, with just about every bank, insurer, retailer, and service provider offering an initiative of some sort that purports to reward their customers for behaviour that demonstrates loyalty to their brand.
One of the great things about digital marketing is the ability to track and measure all your efforts across all channels and in immense detail. It is also one of the dangers. Marketing leaders should be wary of a bottom-up approach to measurement, which could leave them with a skewed view of their efforts - often at the expense of business performance.
The retail sector is under increasing pressure as consumers have shrinking disposable income in a strained economy. Maintaining share of wallet is critical. Relying solely on a push route to market strategy from manufacturers into retailers is not enough to get consumers buying products.
The Rugby World Cup hosted by Japan is almost coming to an end. The final will be played this Saturday at the International Stadium Yokohama. The Bokke have made it to the final and will be playing against our northern hemisphere rival, England.
Changing consumer behaviour and creating loyalty throughout the supply chain are areas every FMCG manufacturer is trying to achieve. However, these are the last links and typically the most difficult elements to manipulate. This is due to challenges around validating sales – you can only reward loyalty if you can verify the purchase.