6 Jul 2022
Building Brand Loyalty in the Modern Age – A New Route to Success
The concept of building brand loyalty used to be relatively straightforward. Effective marketing and delivery of a positive customer experience would create a positive association for a brand. The lifetime value of that relationship could then be hugely profitable, with consumers unlikely to switch.
However, we now live in a world of choice and information overload. An increasingly digital landscape, dominated by tech giants who hold many of the cards. In this new world, run by algorithms and AI, traditional long-held attachments are being unwound. As we culturally shift in shopping habits, people are more likely to remember what they bought from Instagram or Amazon but not the actual name of the brand. Does this mean brand loyalty is dead or at the very least waning?
Brand communication – from top-down to influencer-led
In the old world, brand marketers would use above-the-line platforms to create a strong identity and desire for a product. The brand direction was determined in a very top-down fashion, often based on the instinct of the CMO. A ‘needs’ state was identified and answered and an advertising campaign was launched highlighting the brand’s unique qualities.
In today’s world, we have shifted to digital and younger generations will see campaigns on Tik Tok and Instagram where the product is being advocated by a brand ambassador or a paid-for ad placed on social. In this new era, the control of the brand’s identity has been repackaged, personalized, and filtered through the lens of influencers. Having never heard of the brand, the influencer’s recommendation can be enough to create a consumer of a brand.
In fact, large segments of audiences will have never even seen an advert on TV or in a newspaper because they don’t touch a newspaper or they don’t switch on a TV. Or the brand has not included it as part of its media planning. According to recent research by Nielson, only 10% of Gen Z rank watching TV as their most popular entertainment activity. In fact, across the 18-34 bracket, live TV viewership dropped by 23% year on year.