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Rewards programmes are broken – how to win customer loyalty

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.

Don’t get trapped in the minutiae of measurement

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. 

Strategies that keep consumers coming back for more

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.

Sponsoring sport is good for business, on and off field

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.

Driving consumer behaviour by addressing the entire supply chain

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. 


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