Adventures In Digital Marketing

Over at pronet advertising they’ve got a nice post touching on the concept of customer loyalty in the online space.  Whilst it doesn’t go into great detail about how to achieve this most elusive of goals, it does a nice job of introducing the concept to people, making them aware of the fact that there is so much more to life inside the digital marketing world than just traffic driving banners and email campaigns.

"Customer loyalty, or consumer retention, is built into some industries
(Service Based Industries), but is terribly illusive in others.
Unfortunately for most companies, the public is fickle; and their
preferences change with the blowing winds. This creates one of the
primary barriers to customer loyalty, and is an ongoing challenge. A
deeper look may reveal the reasons behind this."

Customer loyalty is a long game - it’s not going to be an overnight success, and it’s certainly not going to be an easy sell into a client or your own company.  it can take a lot of time and investment to do properly, many times more than the costs to setup the system/website/ or whatever in the first place, but when done right, and you manage to create a community around a product, service or brand, it can be invaluable in both retaining existing customers, and attracting new ones through word of mouth.

Howard
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