Consumers less loyal to specific brands
Category: Insights | 27th Nov 2008
Hard-up consumers are less likely to keep returning to the same brands.
Consumers are far more likely to be less loyal to individual brands in the current economic climate, according to industry experts.
The Direct Marketing Association (DMA) published the Participation Media Report in August, which disclosed that against the current financial back-drop marketers must be more discerning and actively select the most relevant messages for their audience.
However, Raman Gupta, director of consulting for Experian's integrated marketing division, told MyCustomer.com that these trends can be counteracted.
He wrote: "Companies can become more successful in ensuring that the most profitable customers are nurtured to drive long-term sales growth and reduce customer churn."
Specifically, the DMA research found that the level of positive responses from past customers of a brand fell from 43 per cent to 34 per cent, illustrating the decline in loyalty of consumers.
Last week, the integrated marketing provider Alterian suggested that marketing professionals must make their budgets work hard for them throughout 2009.
At HS&P, a third of the agency is made up of planners: integrated, data, digital and loyalty planners for clear, integrated thinking.
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