Using Technology To Rebuild The Brand Loyalty It Has Corroded
Forbes CMO Network, Tuesday, February 23, 2010 10:41 AM
Thanks to technology's ability to not only help consumers become more informed about the quality of what they buy but also to easily find a better deal, Americans are less loyal than ever to brands. Consultant Avi Dan offers a five-point program for wooing buyers "who are armed with both information and harsh expectations."
1. Learn what consumers are thinking. Technology works both ways; use it to learn what customers are saying. 2. Reach consumers on multiple platforms. Think about how you can get invited into their increasingly fragmented lives. 3. Engage the super influencers. They have inordinate influence on how the rest of us think about brands 4. Think experience instead of messaging. In today's world, consumer loyalty is forged through a series of experiences over time. 5. Do well by doing good. Social ideology increasingly reinforces brand loyalty.
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1. Learn what consumers are thinking. Technology works both ways; use it to learn what customers are saying. 2. Reach consumers on multiple platforms. Think about how you can get invited into their increasingly fragmented lives. 3. Engage the super influencers. They have inordinate influence on how the rest of us think about brands 4. Think experience instead of messaging. In today's world, consumer loyalty is forged through a series of experiences over time. 5. Do well by doing good. Social ideology increasingly reinforces brand loyalty.
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