Return to: Loyalty Law #3: Meet customers' expectation of honesty
Information, how you want it, when you want it: By serving community members and customers with useful and informative content delivered regularly, marketers can drive loyalty and enhance brand value at the same time. Delivering valuable information is an easy way to create a relationship based on trust. To drive loyalty, optimize content delivery and discovery, make it easy for customers to find and access this information, and share it with others. And, this means giving links and feeds that are relevant to the customer, even if they are not the brand's content.
Brands can also use content to extend their current loyalty initiatives: for instance, by offering premium content, special promotions, or access to exclusive information, chats, and forums to loyal customers.
While some may believe that customer loyalty is waning in response to the transparency of the web, Web 2.0 actually gives marketers an exciting new set of tools to add to their portfolio to help improve it! And these loyalty laws help marketers do exactly that, and drive bottom line results.
Return to: Introduction
Joe Lichtenberg is vice president, marketing & business development for Eluma. Read full bio.
