Formulating a Repurchasing Relationship in a Post Loyal Era
Earning heart share remains one of the most daunting challenges for Asian marketers today
Especially within Asia, marketers are struggling with the daunting challenge of encouraging consumer loyalty and nurturing brand advocates. According to Damien Cummings, Dell’s Online and Social Media Director – Consumer & SMB, “Asia remains one of the most complex regions in the world for marketers as they require a firm grasp of diverse cultures, different approaches to media and fast-moving innovation. On one hand, Asian consumers are pioneers – spending a lot of time on social media, pushing the boundaries of digital technology and riding a rapid rate of growth. On the marketing side however, Asian marketers are trailing their peers in the US.”
The landscape for Loyalty Marketing in this part of the world is especially crowded today, says Azhar Azib, Founder and Principal Consultant of rawonion Decisions. “Many people, including marketers themselves, don’t differentiate loyalty programmes from rewards programmes. They are not the same. They drive different outcomes. Brand owners need to understand this”. He adds, “The primary challenge that most loyalty marketers face today is that of sustainability. Many programmes ‘tire’ quickly. The ‘rewards’ get boring. Many of these programmes are sub-optimal because the ideal target audience is not clear or too broad, and the behaviour that the programme is trying to drive at is not clear or persistenttly adhered to”.
While many companies admittedly harness traditional loyalty programmes like points and rewards to increase consumer share, marketers need to realise that loyalty today is no longer about rewarding past behaviour, but about grooming and nurturing brand advocates. To do so, marketers must devise innovative and creative approaches to gain customer trust and enhance the customer experience, creating passionate and engaged customers.
As Craig Law-Smith, former Brand Marketing Director of Samsung and current Co-Founder/Chief Marketing Officer of en-gageinc says, “Corporations are still coming to grips with the fact that consumers are building and positioning their brands and they need to engage with these consumers in a meaningful way, developing a connection with them.” He adds, “Today’s new age consumers have their lives deeply entwined with social media. As such, corporations need to work hard to figure out how to best use modern marketing technologies such as social media and mobile marketing to increase loyalty”.
Together with a panel of distinguished and experienced speakers, Azhar, Craig and Damien will be sharing their expertise on leveraging social media marketing to encourage long-term retention at a 2-day conference on “Loyalty Marketing with Social Media”. Some key highlights include making the best use of consumer touch-points in building loyalty, learning how to listen out for influential customers and building trust through positive WOM, as well as turning employees into long-term product advocates through social media.
With insights on customer engagement and loyalty marketing from leading experts such as Citibank’s VP of Product & Marketing–Cards Mukesh Bubna, ZUJI’s Director of Marketing Phang Shueh Chyan, Yahoo! Southeast Asia’s Lead Community Manager Jonas de los Reyes and Langham Hospitality Group’s Global Director of e-Commerce Sean Seah among other senior-level management, attendees will be able to obtain an insider’s viewpoint on how to tackle the emerging changes in customer behaviour and loyalty.
Delegates can also expect to have hands-on experience in putting together an integrated digital campaign that promotes loyalty and learn actionable strategies from leading consultancies such as ICLP, TNS, Possible Worldwide, F5Digital Consulting and Isobar, winning the hearts and minds of consumers and creating long-term brand advocates that will grow their business.
Date & Venue:
Organiser: Pacific Conferences
Contact Person: Ms Keng Yik Hong
DID: (65) 6372 2316
Attachment: Full Programme
Full programme can also be found at: http://www.conferences.com.sg/
About Pacific Conferences
Pacific Conferences specialises in organising business conferences aimed at providing interactive, insightful information and analysis about issues facing businesses in Asia-Pacific. Our conferences are developed through thorough research and a deep understanding of the critical concerns facing industry professionals. They are addressed by experts and leaders who have deep knowledge and practical experiences in their respective areas.
More information may be found at www.conferences.com.sg