Wavelength’s Darren Coleman was recently asked to comment on how brands can inspire loyalty in the digital age by The Marketer Magazine. The full article can be viewed here.
Key points Wavelength’s Darren Coleman makes are:
- Marketers frequently struggle to coordinate different forms of marketing that deliver cohesive loyalty programmes. The recent growth of digital has compounded the problem, which means trying to orchestrate a consistent experience has become even more difficult. There’s mobile, tablet, phablet, PC, Mac and internet-connected TV, to name just a few. Even in mobile you have various operating systems.
- Social media can be a double-edged sword for loyalty marketers. On the downside, there’s nowhere to hide. So you can’t offer loyalty programmes as selectively as you might have done in the past without word getting out. Similarly, consumers will often use social media to raise awareness of a bad customer experience. On the upside, people trust word-of‑mouth and personal recommendations can be extremely powerful. Social media enables brands to convey a personality and value system in a non-marketing way.