Gaining loyalty from customers is no longer a matter of simply investing in a card-based scheme, instead brands are using data to reward the right behaviour.
As brands continually look to differentiate from competitors, those that incentivise customers with rewards outside of their core product offering could do better to build loyalty in the long-term.
Virgin is uniting all its UK businesses under one loyalty programme for the first time as it looks to boost engagement with its customers and give them a reason to pick Virgin over its competitors.
Advertisers’ desire for low-cost impressions puts them at risk of buying fraudulent inventory, but they can protect their investments by partnering with platforms using advanced anti-fraud measures.
In the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Covid has forced an overhaul of research tools and approaches, making them quicker, more accessible and more focused on both long- and short-term KPIs.