From the CMO Council

A study by The Chief Marketing Officer (CMO) Council surveyed over 600 marketers  to see how they promote their businesses through loyalty and rewards programs. Here is a summary of some of the results:

Digital marketing channels are definitely taking precedence in ways marketers promote their loyalty and rewards programs.

• Nearly 60 percent rely on web sites
• nearly 60 percent on email
• 47 percent on word-of-mouth
• 46 percent on point-of-sale information
• 42 percent on direct mail
• 39 percent on a sales or service representative.

Most member communication is monthly (30 percent), while 20 percent interact with members on a daily, weekly or bi-weekly basis.

The preferred mechanism for member communication is:

• email is among 84 percent of marketers,
• printed mailings and statements (51 percent)
• corporate web sites (45 percent)
• dedicated club sites (32 percent)
• SMS text messaging (24 percent)
• and social networks (16 percent)

“Targeting has taken on a very different meaning in today’s marketing mix,” stated Sandra Zoratti, VP of Global Solutions Marketing for InfoPrint Solutions Company. “Before, targeted messages relied on basic data to engage in rudimentary segmentation and single channel communication delivery. Today’s loyalty leaders are better leveraging customer insights to deliver highly personalized, multi-channel communications that are more relevant to the individual customer and provide for ongoing interaction and attachment.”

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The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The Leaders in Loyalty: Feeling the Love from the Loyalty Clubs is the latest research from the CMO Council, tapping into the insights of over 600 marketers, and gaining first hand perspective from the recipients of these programs in an audit of over 700 consumers. Visit www.cmocouncil.org and www.infoprint.com for more information.

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Thursday, April 8th, 2010, 7:46 am   |   Consumer Behavior, Social Media  |  RSS feed |  Respond  |  Trackback