Tuesday, December 15, 2009

Securing Brand Loyalty Through Relationship Marketing

As consumer packaged goods (CPG) brands lose share to less-expensive store brands, marketers are focusing on methods to secure lifelong brand loyalty in a bid to acquire new customers and retain lifelong customers. The insights gleaned from their online relationship marketing efforts often guide product development, marketing communications and retail promotion strategies.

CPG marketers’ online relationship marketing tools include weekly e-mails, coupon offers, rewards programs and sweepstakes. Social media platforms help to build buzz for product launches, drive trial and test marketing messages.

“These efforts strengthen brand loyalty among existing customers, build affinity with consumers who frequently switch brands and entice defectors back into the fold,” according to the new eMarketer report, “CPG Marketers Deploy Online Loyalty Programs.”

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