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Brand Loyalty Still Exists But How Brands Are Chosen Has Changed
March 31, 2021
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Brand loyalty no longer means exclusivity.
But the good news is: It still exists.
Notice below in a study commissioned by Wavemaker, 4 in 10 stick with a brand if they think highly of it.
Yet also look at the 90% who feel they can be more choosey because there are more brands available.
What this says: people are becoming more intentional about how they spend their time with brands.
Reflect what matters to the audience.
It's no longer about how the product performs, but rather how the product fits and feels in the audiences' lives.
What matters now?
Coming at content from the fan point of view.
Brands would do well to treat the audience as if it was their first-time experiencing us.
Why This Matters:
Radio is anchored on experiences that keep the community connection alive.
Yet we reap what we sow.
We won’t reap loyalty (and listening) if we don’t respect what the audience expects from us, genuinely find the audience interesting and worthy of interacting with.
Pay attention to audience signals & data. What triggers reaction, and equally what does not – what do they scroll past?
There is so much intelligence at our disposal today - when we're not studying audience signals - we risk being seen as irrelevant and ultimately throttled out of social media and digital algorithms.
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