The Loyalty Divide: Brands Don't Offer Loyalty. Consumers Grant It; An Acxiom POV

© 2013 Acxiom Corporation. All Rights Reserved. © 2013 Acxiom Corporation. All Rights Reserved.

Brands Don’t Offer Loyalty. Consumers Grant It.

THE LOYALTY DIVIDE

© 2013 Acxiom Corporation. All Rights Reserved.

WHAT IS A MARKETER TO DO??

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THE LOYALTY DIVIDE

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Most marketers know what they need to do!

But, they struggle to do it


CRM AND SOCIAL DATA DISCONNECT

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INFLUENCERS ARE BEING IGNORED

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94% of marketers don’t use Influencer Scores as part of segmentation and measurement…


NPS IS BEING UNDERUSED

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89% of marketers don’t use Net Promoter Scores as part of segmentation and measurement…


HOLISTIC ‘CUSTOMER LTV’ LAGS AS MEASURE

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Nearly half of marketers use Customer LTV when segmenting marketing offers….

But still, many marketers use purchase history as the primary customer measurement for messaging mix…


AND, NEW CUSTOMERS DON’T GET TREATED DIFFERENTLY

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63% of marketers always or frequently treat new

customers the same when choosing advertising media


SMALL NUMBER OF BRANDS HAVE DISCOUNT PRICING AT CORE

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7% of marketers have “everyday low prices” as part of their core brand message…


YET, INDISCRIMINATE USE OF PRICING FOR MANY BRANDS

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But, 40% of marketers always/frequently use pricing discounts for promotions…


HOW TO CLOSE THE LOYALTY DIVIDE

• MULTIDIMENSIONAL INSIGHT• No one signal consistently describes or predicts consumer

behavior

• Refine across all relevant signals

• INSIDE OUTActivate and refine insights to know your best customers. Spend more on cultivating relationships with them. Use what you have learned to identify prospects who

think, look, and act like your best customers.

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HOW TO CLOSE THE LOYALTY DIVIDE

• OUTSIDE INCollect online data about customers – touches from

outside the brand.Use it to optimize all media

• TRUST & TRANSPARENCYJust because you can, doesn’t mean you should. Marketing should be for the customer not to the

customers. Long-term trust rather than short-term reward.

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DELIGHTING CUSTOMERS PROMISES HIGH RETURNS

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Acxiom client experience


“THE LOYALTY DIVIDE”

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Read the full report to understand how brands can utilize all customer touch-points across the enterprise to build trust.

Download it here.

The Loyalty Divide: Brands Don't Offer Loyalty. Consumers Grant It; An Acxiom POV

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Transcript of The Loyalty Divide: Brands Don't Offer Loyalty. Consumers Grant It; An Acxiom POV