Love – and loyalty -- is a two-way street. Just ask your customers.
According to a national survey conducted by Opinion Research Corp. and commissioned by Analytic Partners, customers want to be loved by the brands they love.
Nancy Smith, founder and CEO of Analytic Partners, said in a press release that the overarching survey theme was customers want to be loved by the brands they’re loyal to, adding “loyalty has become a two-way street.”
“No longer are the days when brands can advocate solely for themselves,” Smith said. “In fact, the way brands spend their marketing dollars to interact with their consumers can ultimately have a real impact on profitability."
Nearly half (48%) of people between the ages of 18-44 indicated that any loyalty they feel toward brands in the future will be because of the types of experiences brands create for them. Some of these experiences cited by survey respondents include interaction in the form of video/online gaming, social media, and third-party expert information through blogs and articles.
Via Russ Merz, Ph.D.