Measuring for the customer: The future of brand loyalty The pendulum is swinging back to affinity and advocacy, says Azlan Raj, CMO of Merkle EMEA
ClickZ Daily: Oct 20, 2022 |
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| Good morning! As the saying goes, the customer is king. In recent decades, this meant giving customers digital convenience. The rise of DTC is living proof of this. However, the pendulum is swinging back towards brand affinity and advocacy. This is the route to customer loyalty, argues Azlan Raj, CMO of Merkle EMEA. Through the unique analogies of fried chicken and a 200-hundred-year-old moth, learn why you should be shifting from next-best action to next-best experience, and how measuring for the customer can help you build greater brand loyalty. Team ClickZ The ClickZ Marketing Masters Podcast Season 2 is now live! Tune in on our website and wherever you get your podcasts, including Apple, Spotify, Google, and Amazon. Don’t forget to subscribe! |
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Loyalty Benjamin Broomfield Azlan advocates for a model that moves away from measuring products and services in individual channels, toward measuring success from a customer perspective. |
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Strategy Benjamin Broomfield "Different countries have different formats, down to individual clauses. American terms and conditions tend to be around 10 to 15 pages, whereas in the UK it is around two pages. So that's what we call localization.” Read more |
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| Marketing budget Erica Gunn In uncertain times having control of your budget is essential. Even as organisations tighten their belts, investing in marketing remains good practice. Read more |
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| Performance marketing Benjamin Broomfield "Our process isn’t complicated. It helps us to test and learn. We use incrementality tests to measure the impact of a given tactical or strategic shift." Read more |
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| Content & Experience Kamaljeet Kalsi Citizens Financial Group’s CXO, Beth Johnson on designing human-first experiences, storytelling, and navigating compliance Read more |
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Marketing Masters Podcast |
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Loyalty Benjamin Broomfield Azlan advocates for a model that moves away from measuring products and services in individual channels, toward measuring success from a customer perspective. Download now |
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| Brand awareness Benjamin Broomfield Throughout change, it’s important to keep in mind your differentiators and what customers love about you. Where possible, you should aim to keep these constant. Download now |
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| Strategy Benjamin Broomfield Each story requires not only a hero but an adversary to overcome and a beneficiary who will share the goal of the hero. Whilst these characters can be portrayed as a Knight saving the village from a dragon, they can just as easily be portrayed in the context of an organization striving to achieve business goals. Download now |
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