With the advent of digital channels, and social media in particular, companies now have an opportunity to open up a dialogue with individual customers and use these interactions to build brand advocacy and loyalty. For example, we can understand which consumers are social influencers and develop specific communications to these important contacts.
From these captured interactions a proxy for loyalty can be calculated and this understanding can be built into communications. After many years, we are now breaking down the barriers in understanding and harnessing these new data sources – invigorating the direct marketing industry for many years to come.
Mark Robinson, Managing partner, Indicia