Authentic Loyalty Through Brand Utility

Gone are the days of promoting your brand, of talking it up as the coolest brand around so that the customer loves you. We are now in the age of the empowered consumer, and these customers are skeptical of traditional marketing tactics, all they see is a gimmick. Traditional loyalty schemes don’t work anymore, as the brand is no longer in the position of power. Consumers have become savvy to the various marketing techniques, and have been let down by empty promises so many times that they are done with the brands that spend their ad budget on puffing themselves up, without having any real substance to back it all up. Behavioural Loyalty vs Authentic Loyalty Brands who market to their target audience with gimmicks will only receive a very fickle loyalty back in return. These brands are eliciting a ‘behavioural loyalty’, which is superficial and will last as long as the campaign that’s being run. Consumers will quickly see through any brands who are more concerned about what the consumer can do for their bottom line, than what they as a company can offer the public. The idea of ‘authentic loyalty’, on the other hand, is where a brand receives real and pure loyalty from consumers, as a result of enriching the consumer’s life. This type of loyalty is garnered through the brand providing the customer with a service or product that will actually prove useful in their life, not just prove to be a fad or a gimmick....

Authentic loyalty through brand utility

Gone are the days of promoting your brand, of talking it up as the coolest brand around so that the customer loves you. We are now in the age of the empowered consumer, and these customers are skeptical of traditional marketing tactics, all they see is a gimmick. Traditional loyalty schemes don’t work anymore, as the brand is no longer in the position of power. Consumers have become savvy to the various marketing techniques, and have been let down by empty promises so many times that they are done with the brands that spend their ad budget on puffing themselves up, without having any real substance to back it all up. Behavioural loyalty vs Authentic loyalty Brands who market to their target audience with gimmicks will only receive a very fickle loyalty back in return. These brands are eliciting a ‘behavioural loyalty’, which is superficial and will last as long as the campaign that’s being run. Consumers will quickly see through any brands who are more concerned about what the consumer can do for their bottom line, than what they as a company can offer the public. The idea of ‘authentic loyalty’, on the other hand, is where a brand receives real and pure loyalty from consumers, as a result of enriching the consumer’s life. This type of loyalty is garnered through the brand providing the customer with a service or product that will actually prove useful in their life, not just prove to be a fad or a gimmick....

Designing a SMART Customer Experience

The digital world has disrupted our marketing worlds and changed the way business communicates with its customer. Social media has opened the door to two-way conversations, data gives us a better understanding of our market and mobile makes our message more accessible to the general consumer. Over the past few years we have placed much focus on developing digital channels to make the most of social media, mobile and data collection, however I believe that this focus has swung business to the opposite end of the pendulum. Focusing too much on digital channels and not the consumer themselves. Digital highlighted a primary shift that consumers wanted business to make. To become more relevant, personal, useful and thoughtful. To design products and experiences that are actually useful and exciting. In considering this challenge I have found that we need to redesign our customer experiences with these shifts in mind while still considering the person at the end of the experience. To find a balance between the physical and digital experience, to blend the two experiences into one serendipitous occasion that excites and intrigues customers. “SMART Customer Experience” is a framework that I have developed after research into a number of customer experience frameworks. It speaks to the technologies that matter and the need to find the right application in your experience. A simple acronym in SMART – Social, Mobile, Agile, Researched, Transforming. I would like to share three of these these briefly for you to consider in your customer experience design. Social ...

What does it take to succeed in a Digital World?

One of the biggest game changers in business (and life) this century has been the introduction of the internet. The internet created a world of connection, a world where its easier to connect and faster to connect. We’re connected to information and people which has lead to business moving quicker, consumers changing faster, messages spreading easier and business launching in less time than ever before. Today is the age where a new innovative competitor can rise within a year by tapping into the power of these connections, changing the way you do business tomorrow. We have seen this with Amazon, Zappo’s, Google, Facebook, Wikipedia, eBay and many other digital businesses. The connection economy, succeeded the information era about eight years ago with the invent of social media. Social media showed us it was possible to create and manage relationships online. In fact, it not only showed us we can but it helped us realise that this is something people have wanted for so long. A better way to connect. So its fair to say that any business that has utilised social media to connect with customers has done well recently, but many have been burnt by the social media world. Many business have declined using social media to connect with customers and have focused on providing strong mobile channels to deliver services and improve customer satisfaction. Almost every business will see benefits from digital connections between themselves and their customers and/or employees, but not every business needs to engage with...

Three Strategies for Digital Marketing

Over the past few years, I’ve been working at refining a number of digital marketing strategies. We’ve found three fundamental strategies that can be used in isolation or integrated. I speak about these strategies in some detail in the video below and will also share an excerpt below the video of the original article on my digital marketing blog. Inbound Marketing This is a tried and tested strategy that has been adopted across many industries and businesses. Hubspot marketing have probably done the best work at making this a popular marketing strategy. In essence, inbound marketing techniques aim to drive interested people to your website through interesting and informative content. Read more… Social by Design A big part of digital campaigns is designing social concepts that build communities of interest around the work you’re doing. Understanding Social by Design is key to designing social media strategies. A strategy becomes social when it leverages the social aspect of life rather than merely using a social network. There are three primary social elements that we should be thinking about when we develop a social media management strategy. Read more… Mobile First  We’ve noticed that digital strategy needs to be re-thought in many ways. The challenge is not to include mobile in your existing strategy but rather to “mobilise” your strategy. To lead with mobile, to make sure your platforms, ideas, creative, and social are all mobile. Read more…

Mobile Marketing and Social Disruption

I am currently in the middle of a simple series exploring mobile and the impacts it has in life, work and society. When asked to look at the future of mobile I believe that you need at look at three main aspects: The internet of things Social Disruption Infrastructure In my last post I presented the concept of “The internet of things,” a look into how mobile technology is being use to enable machine to machine communication. Today I will explore Social Disruption. The impact of social technology on a mobile consumer market and employee base. Social Disruption Roughly seven years ago social media thrust our world into a brand new digital dynamic. I believe that this technology helped us break into a new era, out of the information era and into the connection economy. In the information era data helps us build competitive edge providing better value to our customers with custom solutions to custom problems. Data enables us to act quickly with the right information to meet a customers needs. Many industries have been working hard to make this a reality and this ‘data service’ in many cases has almost become the norm. Ecommerce is a great example of tracking purchases to provide customised future purchasing suggestions. Retail data has been used extensively to take the stock management power away from the supplier and place it firmly in the hands of the retailer. A better understanding of purchase patterns has helped retail outlets stock correctly and branch out...

Looking into the future of mobile – the internet of things

There is no doubt that mobile technology is shaping our future. The mobile device has achieved market success and is currently more accessible than running water around the globe. In the last few years we have seen a massive increase of businesses offering services in the mobile arena with mobile banking probably one of the biggest services creating the most interest. When asked to look at the future of mobile I believe that you need at look at three main aspects: The internet of things Social Disruption Infrastructure Over the next three weeks I will take a look at each of these aspects. To start lets take a look at ‘the internet of things.’ The internet of things Wikipedia says it best “Today computers—and, therefore, the Internet—are almost wholly dependent on human beings for information. Nearly all of the roughly 50 petabytes (a petabyte is 1,024 terabytes) of data available on the Internet were first captured and created by human beings—by typing, pressing a record button, taking a digital picture or scanning a bar code. Conventional diagrams of the Internet … leave out the most numerous and important routers of all – people. The problem is, people have limited time, attention and accuracy—all of which means they are not very good at capturing data about things in the real world. And that’s a big deal. We’re physical, and so is our environment … You can’t eat bits, burn them to stay warm or put them in your gas tank. Ideas and information...

Mobile and Social Strategy for African Development

Over the past year or so I have been working with a number of companies looking to expand their business into Africa. This is probably one of the most exciting areas of business growth because of the uniques challenges and breadth of work involved. The return, without a doubt, is great for any business who can gain a strong foothold in the next few years. One of the biggest challenges I have seen has been the lack of infrastructure in Africa to support existing westernised business systems and processes. An example of this is if you would like to distribute in Africa, you will need to build the road to your customer in many cases. I have also noticed that the digital engagement in Africa, especially in mobile is growing stronger and stinger everyday. In February this year I spoke at a conference win Nigeria and received one of the best twitter responses I have ever received. More people followed , engaged in conversation, retweeted and promoted my presentation on twitter than any South African conference I had spoken at. This fascinates me and suggests that a keenness and desire to adopt mobile digital technologies could mean that Africans will be ready for digital distribution way before we think. So often a market takes time to mature into one ready to purchase online. It takes a consumer time to trust the reliability of a digital product and the company providing it. I believe that Africa will be ready far sooner...

Nokia Application launched for Mike Saunders Social Media Blog

In a world that is going crazy for mobile applications DigitLab and Sublime Media threw their collective minds together to create a Nokia Phone application for this blog. The app is a simple concept that channels this blog content to your phone through the OVI Store. If you would like to know more about facebook, linkedin, twitter, MXit, blogging, websites, mobile media, internet advertising and online marketing, this is the app for you. An internet strategy consultant by day, and blogger by night, Mike is the guru on all things digital and provides training, presentations, and consulting. His vision for social media is to see organisations effectively using digital media to communicate online – increasing their reach, influence and productivity. A huge vote of thanks must go to Steve Gardener for all the work he did to make this happen.   [button link=”http://store.ovi.com/content/156795″ size=”medium” style=”download” window=”yes”]Download the Nokia App here[/button] If you are on a Nokia Phone we would love to hear what you think.

Article Topics

Check Mike’s Availability for Your Event

  • Email Address
  • Phone Number
  • When is your event?
    DD slash MM slash YYYY
  • Any additional information?

Where People and Technology Meet