StrongView 2014 Brand Loyalty Survey Results

StrongView today released the results of the company’s 2014 Brand Loyalty Survey, which debunks widely held assumptions about how age and income affect a customer’s potential for brand loyalty. The real recipe for cultivating brand loyalty comes down to context. The StrongView survey results shine a bright light on the critical importance of understanding each customer’s context and needs during the purchasing process. The 2014 Brand Loyalty Survey shows a clear correlation between the context and perceived value within a marketing message and increases in purchasing and engagement from consumers receiving those messages. The most loyal customers, which StrongView refers to as “Brand Enthusiasts,” are engaged with their brand of choice as a frequent and consistent buyer, and are highly likely to recommend the brand to friends. In a telling statistic, the StrongView survey found that brand loyalty plays a large part in the purchasing decision, with nearly twice the number of Brand Enthusiasts reporting that loyalty played a part in their last purchase, compared to non-Enthusiasts surveyed. Sustained customer loyalty comes from providing true value in marketing campaigns rather than purely promoting goods and services. When making the decision to buy, Brand Enthusiasts confirmed the importance of brands adding value with contextual marketing, reporting they were more likely to buy after receiving a timely message that was relevant, helpful and consistent with their expectations. Brand Enthusiasts gravitate towards brands that lock into the customer context and engage in the right way at the right time. For example, 77% of Brand Enthusiasts reported purchasing an item recommended by their brand of choice. By demonstrating an understanding of the customer journey, brands can create valuable marketing touch points and drive sales to Brand Enthusiasts in a more productive way. KEY SURVEY FINDINGSThe key findings of the survey can also be seen in the “Anatomy of a Brand Enthusiast Infographic.“ Age and high income have little effect on a person’s likelihood to be a loyal customer. Loyalty was essentially even across all age brackets, ranging from 17 to 19% of adult online shoppers between the ages of 18 and 54Only 5% of consumers with $150k in annual salary were loyal to a brand, compared to 29% of shoppers with an annual salary of $25-50k67% of loyal customers make $75k or less annually Higher levels of context and value are tied to purchases. Customers reported they were more likely on a scale from 1 to 10 to buy when they received a marketing message that: Matched the customer’s expectations of the brand – 8.7Matched past interactions with the brand – 8.6Was relevant to the customer’s needs – 8.6Was received at the right time – 8.4Was helpful or useful in aiding the customer’s decision to buy – 8.4 Brand Enthusiasts are more valuable than new customers. Brand Enthusiasts are important to identify and focus marketing energy on because they are: Nearly 4x more likely to spend significantly more with a brand in the futureSpending on average 13% more per purchase than other customersMore likely to purchase based on recommendations from their brand of choice3x more likely to frequently purchase from the brand Email continued to be the most effective method for driving action with all customers, with 51% of Brand Enthusiasts and 45% on non-enthusiasts reporting their last purchase for a brand was prompted by email communication. This is more than online and offline advertising combined. Conducted in conjunction with Edison Research, the poll, which gathered feedback from more than 2,200 online US adults across major industries, was conducted from March to April 2014. Nely Bonar09/09/2014

StrongView 2014 Brand Loyalty Survey Results

Choose a Package

Free Listing

£0.00

Subscribe

Categories

..

Vendor Directory

Latest Posts

StrongView 2014 Brand Loyalty Survey Results

Choose a Package

Free Listing

£0.00

Subscribe

What would you like to receive?

How often would you like to hear from us?

Almost there!

Categories

..

Vendor Directory

Latest Posts