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From Brand Loyalty to Consumer Loyalty

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by Kevin Edwards

Publicada em: Marketing
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From Brand Loyalty to Consumer Loyalty

  1. 1. From Brand Loyalty to Consumer Loyalty Kevin Edwards Global Strategy Director, Awin
  2. 2. The changing nature of loyalty Retailers have faced a changing landscape in the last 10 years 2007 2015 Brand loyalty -60% $32b brand loyalty Lost profit
  3. 3. The changing nature of loyalty 8% consumers consider themselves to be firmly committed loyalists 46% more likely to try new brands than they were five years ago 42% of consumers say they love trying new things 49% of consumers - while preferring to stick with what they know - can be moved to experiment
  4. 4. The internet has altered the brand/consumer dynamic
  5. 5. Before the internet Brands Consumer
  6. 6. After the internet Consumer Brands
  7. 7. After the internet Consumer Influencer Blogger Community forum Comparison Media House Cashback Coupon Arbitrators Brands
  8. 8. After the internet Consumer Influencer Blogger Community forum Media House Comparison Cashback Coupon Arbitrators Brands
  9. 9. Amazon sets the modern benchmark for brand loyalty Improved user experience and personalised offering means users are willing to pay to be loyal to Amazon
  10. 10. More power to the consumer “To provide better access for consumers and businesses to digital goods and services across Europe.” Digital Single Market Pillar #1
  11. 11. Case study: Ofcom ‘Text-to-Switch’ legislation
  12. 12. Case study: Ofcom ‘Text-to-Switch’ legislation Text-to- Switch Cyber Week 2018 Cyber Week 2017 Cyber Week 2016SIMO 12M SIMO 30D Handsets 104% YoY Market Shift 51% WoW Market Shift 25% YoY Market Shift 13% YoY Market Shift 27% WoW Market Shift 6% WoW Market Shift
  13. 13. Millennials: The promiscuous generation Expectations around choice make younger consumers harder to reach “The millennial generation has a wider range of choices than any generation before them, they're promiscuous in their brand loyalty. It makes it harder work for all of us to earn the loyalty of the millennial generation." Steve Easterbrook, CEO, McDonalds, speaking in 2014
  14. 14. Using trusted influencers to break through Influencers more trusted than brands I trust what influencers say about brands much more than what brands say about themselves in their advertising 63%
  15. 15. Case study: VOXI and The Hook Aaron Chalmers 288k Likes Stuggy 2.1m Likes Gaz Beadle 779k Likes Results against set targets Impressions +50% Sales +27% Savings on acquisition costs 16%
  16. 16. The importance of cultivating trust and confidence Consumer Influencer Blogger Community forum Comparison Media House Cashback Coupon Arbitrators Brands
  17. 17. Constant reinvention of the HP program to drive growth The HP Days Campaign established a platform for HP to showcase their new Spectre Folio, a 2-in-1 laptop with a unique leather finish that exemplifies the best of HP design and innovation. The goal of the campaign was to generate buzz about the product while promoting a 72-hour flash sale and driving customers to HP. HP partnered with Digital Trends for a giveaway of a Spectre Folio and a gift card. • created custom content, based on their positive product reviews, already live on site, of the Spectre Folio and related laptops. • promotions through social channels, newsletters, and a featured spot on Digital Trends Live. • Giveaways featured in articles • $350 discount on the Spectre laptop, deep discounts on other items, and deals like free shipping and returns. 684% revenue uplift
  18. 18. Consumer reliance on affiliates Awin surveyed 1,800 online consumers in August 2019 Measuring both qualitative and quantitative How often do consumers use affiliate content to shop online? And how important are they in influencing shopping decisions? Price comparison Cashback /Loyalty Coupons /Offers Social Media /Blogger
  19. 19. 2 in 3 01 2 in 3 consumers have used an affiliate site in the last six months Comparison 02 Price comparison the most popular (57%) 1 in 4 03 Only 1 in 4 of the over 60s think specialist blogs are important in purchase decisions 6 in 10 04 Compared to 6 in 10 18-32 year olds 05 65% 65% of 18-32 year olds have based a buying decision on a coupon code 06 33% Compared to 33% of 60+ 07 80% 80% believe price comparison sites have an important role to play in buying decisions 08 21% 21% of 18-32 year olds go to social media to start their shopping
  20. 20. Personal data and the value exchange 83% of 18-32 year olds expect the internet and the services they use online to be free. An ad funded internet.
  21. 21. Case study: Vouchercloud geo-targeting campaign Results Mobile sales during the campaign increased 282% Revenue from mobile sales increase 156%
  22. 22. Clear personal benefits instil loyalty InspirationInfluencers Inspiration/adviceBloggers Inspiration/adviceMedia House AdviceForum Advice/savingsComparison site SavingsCashback SavingsCashback SALES FUNNEL
  23. 23. “The true source of loyalty is to create benefits for people.” Terry Leahy, former CEO of Tesco