BrainTrust Query: Loyalty 360 Weighs in on 12 Key Loyalty Marketing Trends for 2010
by Mark Johnson, President and CEO, Loyalty 360
a special arrangement, presented here for discussion is a summary of a
current article from the Loyalty Marketing 360 blog.
Collaboration. Sustainability. ROI. Some may call these buzzwords, but
I predict these are bottom-line concepts that will drive loyalty marketing
12 key trends will dominate the Loyalty Marketing Industry in 2010:
is the goal. Most
organizations don’t know how to define engagement, how to incorporate
it into their marketing strategies, and most importantly how to measure,
monitor, increase and sustain it.
- There is
a keen focus on sustainability. Given
customers’ confusion over "greenwashing" and often higher prices for
green products, brands that claim to be environmentally responsible
need to be authentic and transparent in their marketing efforts in
order to achieve true commitment.
programs will become more collaborative. Merchants
and banks want to work with the other’s members to create unique communities
that can provide value, behavioral information and insight they cannot
get in the market.
- The need
for metrics and quantifiable ROI is profound. The
market wants to know what types of return they should be achieving,
yet benchmarks are not to be found.
- There is
a vast dichotomy between old school and new school incentive programs. The
market is moving toward adopting the new school mindset, which is focused
on data, insight, and sustainable behavioral change.
are dissatisfied with old school "what has my customer done for me
lately" loyalty programs. Brands
need to implement loyalty programs that respond to this opportunity.
- Focus is
on "voice of the customer" to drive bottom line results. Those
who engage in a true "voice of the customer" approach within their
loyalty, engagement, and customer experience initiatives will continue
to increase their market share, profitability and brand equity.
CPGs, and channel program providers have been dis-intermediated from
their customers. Merchants
want to develop programs that will give them more access and insight
to their customers and dialogue with them directly.
in the funding for credit card loyalty programs are shifting costs,
which impacts how the programs are implemented and run. Banks are looking for more engaging loyalty/incentive/engagement marketing
programs with different costs models that can prove unique and provide
measureable behavioral change. The interest in open forums and communities
to address these opportunities continues to grow.
- Large retailers
are trying to leverage their brands. They
want to expand the control, impact and overall direction of their customer
experience, loyalty, and engagement marketing initiatives.
- There is
a large and growing interest in social, mobile, and emerging media. Yet
the responses we are seeing suggest that there is still confusion over
how to implement these programs. The "vanguard" and the "visionary"
leaders in this market at times seem to be more interested in "chest
thumping" instead of listening to market opportunities and solving
- The interest
in webinars, case studies, and best practices is more and more important
to the market. The
market wants to leverage those organizations, which have completed
these processes (case studies), understand practical market based solutions
(best practices), and have presented them in an ongoing learning process
Questions: What overall trends do you see driving loyalty marketing in
2010? Which theme mentioned in the article do you think is most important?