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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Emotional engagement key to purchase decisions

As long as a brand can make human and emotional connections that are both differentiating and believable, that will resonate with customers and create loyalty, according to Brand Keys, which has hailed the Discover Card as a leader in US credit card loyalty.

The 2013 Brand Keys Customer Loyalty Engagement Index surveyed 39,000 consumers aged 18 to 65, and examined 400 brands in 54 categories to determine the degrees of loyalty that consumers exhibited toward their favourite brands.

The study found that emotional engagement is the dominant driver of purchase decisions and brand loyalty. Increasing numbers of advertisements via the internet, price promotions, and discounting have triggered a tipping point in the brand world where consumers have begun to use their emotional connection with a brand as a key factor in their buying decisions.

"Discover has managed to create the highest levels of loyalty by leveraging real, emotional category values," explained Robert Passikoff, president for Brand Keys. "Consumers are actively seeking to engage with brands that understand what they expect and then actually deliver on those expectations. It doesn't matter if the category is thought to be 'rational' - as long as a brand can make human and emotional connections with their customers that are both differentiating and believable. That's what resonates for them and that's what creates loyalty."

"When we first introduced the Discover credit card in 1986 we committed ourselves to meeting the needs of cardmembers with the best possible customer service, and we still stand by that today," explained Carlos Minetti, president of consumer banking and operations for Discover. "Prioritizing customers' needs and giving them what they want is working; they connect with the brand in a way that is engaging, allowing us to strengthen our relationships and provide distinctive product features that customers want."

Sources: Brand Keys; Discover Financial Services / The Marketing Factbook.
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Categorised as:

Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)