Kate Baumgart Hogenson

Articles by Kate Baumgart All articles by Kate Baumgart

• The New Tenets Of Customer Loyalty in Marketing Insider on 07/05/2018
  

  Some marketers are buying into a pervasive - and incorrect - belief that loyalty marketing is ineffective.

Comments by Kate Baumgart All comments by Kate Baumgart

• Moms Are Decision Makers - Tough News For Midsize Cars by Karl Greenberg (Marketing Daily on 05/09/2014)
  

  Tell this to Volkswagon who re-designed their Beetle, their entry in the compact arena, because "it was too much of a chick car and we needed to appeal to men."

• The Accountability Gap: Can Offline Sales Actually Be Linked To Digital Ads? by Abraham Snyder (Metrics Insider on 03/04/2014)
  

  Loyalty programs are a very good way to create the link -- the customer gives permission to be tracked and receives value for self-reporting, esp. in the case of CPG. Punchcard is directionally on target for members in terms of a mobile experience; the value proposition is less clear for both members and brands--and it doesn't link ads to purchases which was the point of the article.

• Customer Acquisition Management: Your Key To Success In 2013 by Neil Rosen (MarketingTools: CRM on 01/08/2013)
  

  One point to add -- the best way to retain customers is to acquire the right ones in the first place. Many acquisition managers get caught in maximizing quantity acquired for the lowest cost per acquisition. Relay runners run many paces side by side to ensure a successful hand-off and acquisition managers need feedback on which prospects become good long term customers further down the track.

• Computers Still Popular For Researching, Purchasing by Aaron Baar (Marketing Daily on 01/04/2013)
  

  Marketers must be early adopters in order to survive, so they do need to be worrying sending text even if "that's going to be a longer switch." The danger is that most marketers have ADHD and don't recognize that they ALSO must keep updating their web presence because it hasn't gone away, which is where this research is important. Thanks.

• Goodbye To Surveys For Companies That Mine Social by Karl Greenberg (Marketing Daily on 01/02/2013)
  

  Have to agree with Jon Last that there are some kinds of new product/service/program research that need to be done in a controlled environment where different audiences rate different concepts. Also agree with the article that social media provide new customer insights that weren't available before and social media needs to be used beyond the marketing department, but it is an additional tool rather than a replacement tool.

• Her New Tablet by Maryanne Conlin (Engage:Moms on 12/19/2012)
  

  There is one other HUGE role for tablets for both Moms and Dads -- using it to entertain small children, especially age 4-9. Look at parents with their children in the car, on the plane, any waiting room, restaurants, and even shopping carts -- the child is the one who has been given the parent's tablet with admonitions to "be very careful with Mommy's iPad....." Yes, there are still GameBoys but increasingly, there are tablets in those adorable small hands.

• Frugal Gen-Xers Positive On Economy by Jack Loechner (Research Brief on 11/07/2012)
  

  As a loyalty expert, the row of figures that jumped out at me was that Millenials are more likely to choose products based on a loyalty card than Boomers. This confirms what we've also seen in proprietary research -- that consumers under 35 are highly engaged in loyalty programs. However, it is exactly the reverse of the "accepted wisdom" among CMOs and commentators within the loyalty press that loyalty programs appeal only to Boomers. Thanks for this research.

• Internet Explorer 10: Making Web Browsing Less Efficient One Cookie At A Time by Alex Realmuto (MarketingTools: CRM on 10/19/2012)
  

  There is an important shift going on in regards to privacy even as marketers develop ever more powerful tools to use data. Not enough marketers recognize the importance of gaining explicit rather than default permission -- as Alex correctly points out "tracking was never an issue when it involved loyalty cards..." (some might quibble about credit card purchasing habits). For additional proactive ideas about getting consumers to welcome tracking, you can read: http://www.metzner-schneider.com/articles.html

• Q&A: People Don't Care About Loyalty Programs by Sarah Mahoney (Marketing Daily on 01/06/2012)
  

  Hmmm -- there could be some selective interpretations of response bias. On the one hand, low word of mouth results are dismissed but low loyalty program results are not. Both are mixed in with price which is 55%. We would never say that a loyalty program overcomes price as a reason, esp. in a survey where respondents like to appear rational. The question is "What makes a difference when prices are equal?" (And as Henry Harteveldt will tell you, for airlines you need to remove schedule w/in 2 hours too). THEN what makes a difference? Also, since many retail programs effectively use their loyalty programs for 2 tier pricing, separating a loyalty program from the perception of price requires subtlety.

• When It Comes to Social Media Adoption, Here Are the Friends You Can Trust by Catharine P. Taylor (Social Media Insider on 08/05/2011)
  

  Let me call attention to the observations that a) these platforms appeal to early adopters, b) early adopters "have something to sell," & c) as utility grows, then adoption grows. Yes, early adopters are content creators & content creators are a small percentage of the total population. As a consultant on the uses of these platforms for loyalty (yes, that's what I'm selling), my current counsel is to set my client's expectations that these platforms will help them w/ leading edge influencers but that they need to find benefits or apps that provide a real service or meaningful discount if they are to engage a broader audience at this point. Of course, I'm monitoring social media & mobile developments & look forward to updating that recommendation...

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