Survey Results: Communications Aimed at Creating Experiences are on the Rise
Social and mobile are key to enabling experiences, but traditional channels aren't dead
RICHMOND, Va., Aug. 15, 2012 /PRNewswire/ -- The webinar, "Creating a Cadence of Communication with your Customers," presented by Mintel Comperemedia's Andrew Davidson and Affinion Loyalty Group's Charles Christianson, and produced by Loyalty 360 – The Loyalty Marketer's Association, offered marketers insights and best practices for understanding social, mobile and other trends.
Today's consumers are bombarded with marketing messages. According to Mintel Comperemedia, the average consumer receives around 18 customer communications each month via direct mail and email. As Christianson, Group Vice President of Affinion Loyalty Group, noted, "Approaching your customers through the lens of their experience is critical in having your message resonate through the noise." And, with the rise of social media, that noise is approaching a deafening level.
A survey conducted during the webinar confirmed that Facebook dominates attendees' social media strategy. More than 51 percent of respondents noted that Facebook is the most important social network for their organization's social media strategy. This focus lines up with findings from the Mintel Oxygen Social Networking report, which shows that Facebook has twice as many users compared to any of its competitors. And, according to the report, on average, consumers "like" around 12 brands on Facebook. Clearly, the challenge for marketers is to become one of those brands.
Despite the focus on social media, less than 9 percent of survey respondents classified that channel as the most important for enabling and extending the customer experience. Traditional channels substantially outranked social media. More than 25 percent designated email as the most important channel, with direct mail and in-person interaction each garnering just over 14 percent.
The combination of social and mobile with traditional channels seems to be the leading approach. And, as Davidson, Senior Vice President of Mintel Comperemedia, shared during the webinar, "Any social media call to action through email or direct mail needs to offer a compelling incentive." When asked specifically about incentives, more than 44 percent of respondents ranked cash back or discounts as the type of incentive most important to their organization's focus on the customer experience. To be sure, customers are interested in saving money and marketers recognize this. However, savvy marketers are also using relevant, engaging experiences to incent their customers: more than 17 percent of respondents noted that rewards that create an experience were most important.
About Mintel Comperemedia:
Mintel Comperemedia® provides strategic solutions for businesses looking to advance and improve their direct marketing strategy. It monitors direct mail, email, print and online advertising targeted at consumers, small businesses and insurance agents across eight industries: credit cards, insurance, telecommunications, banking, investments, mortgage & loan, automotive, and travel and leisure. Mintel Comperemedia helps businesses identify competitor strategies and direct marketing trends, so they can create more effective, informed marketing campaigns. Mintel is a leading global provider of market, consumer and innovation research. For 40 years, Mintel has given companies worldwide the best data, the most useful analysis and the smartest business recommendations. www.mintel.com
About Affinion Loyalty Group:
Affinion Loyalty Group (ALG) is a leading loyalty provider whose products and services touch more than 125 million consumers. With 30 years of experience, the company drives incremental revenue by increasing customer loyalty for its clients who include top financial institutions, hotel and airline companies, and automotive manufacturers. Headquartered in Richmond, Va., ALG is the loyalty division of Affinion Group, the global leader in customer engagement. For more information, visit www.affinionloyalty.com.
About Loyalty 360:
Loyalty 360 – The Loyalty Marketer's Association is an unbiased, market driven, voice-of-the-customer focused clearinghouse and think-tank that is committed to bringing customer loyalty to the forefront as a critical marketing strategy. A trusted source for cutting-edge research, best practices, and networking opportunities, Loyalty 360 gives members the expert insights and guidance they need to better understand loyalty and develop programs that effectively engage their customers and employees and build stronger relationships with them. www.loyalty360.org
SOURCE Affinion Loyalty Group
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