Customer loyalty 'can be supported online'

Wednesday, 10 February 2010

Companies hoping to boost

customer loyalty should embrace new ways of engaging with their consumers, it has been suggested.A survey conducted at last week's inaugural Engaging Times European Summit in London found that 87 per of attending marketing heads and decision makers believe that new ways of thinking are needed in customer engagement.

In addition, the poll found that 35 per cent think linking online and offline marketing activities is an important part of future success in increasing customer loyalty, while 81 per cent feel confident that they will be able to do this using social networking media.

David Eldridge, chief executive of digital marketing firm Alterian, which organised the event, commented:"The halcyon days of mass mailings, brochure-ware websites and email blasts are now well and truly finished. The key to marketing in the 21st century is individualisation."

The Leaders in Loyalty report, recently published by the Chief Marketing Officer Council, found that 65 per cent of firms consider customer loyalty schemes to be an important part of their marketing strategy.

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