Loyalty is in our data hands

Defining and measuring loyalty (“How to retain customers and build brand loyalty”, MW 9 September), and understanding its impact on customer revenues has been a constant area of frustration for database marketers over the years. It is complex because customers can be perfectly satisfied with a service but regularly switch suppliers; while others may have a neutral attitude to their supplier but remain a customer over a long period of time.

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


Comet is on the right lines

Marketing Week

Having read your news article “Comet promotes ’lifestyle’ and fun aspects of products” (MW 16 September), it is encouraging to see a high street brand with a progressive understanding of what the in-store experience means to today’s consumer. Comet recognizes that shoppers want to push buttons, open doors and ask a lot of questions when making major purchases. Web shopping, while often cheaper, does not scratch that itch.

word of mouth

Getting influencers on side is key to modern marketing

Marketing Week

I don’t think anyone would argue with the power of “word of mouth” (“Conversations on brands are vital”, MW last week), although this research is further ammunition against those that would doubt it. Personal endorsement is the best form of marketing you can get. On top of this, the arrival of social media has made it an even more important area for marketers to understand and harness.


Mother knows best

Marketing Week

The Mother’s Union calling on brands to sign Fairtrade-style pledges to protect children from advertising (“Brands urged to sign pledge to children”, MW 16 September) is in my view a PR stunt that promotes The Mother’s Union while doing little to protect children from harm.


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