Brand Loyalty in the Digital Age
This article is part of a series of articles on building brand loyalty in the digital age. Read more.
There has been much debate lately over the value of loyalty marketing. Studies show that marketing to 'loyal' customers is inefficient, since they regularly buy your brand anyway and are unlikely to buy any more unless offered an attractive discount. Instead, marketers should reach out to those who don't buy the brand. And this is best achieved by advertising to the masses to establish brand salience.
For big brands with big budgets in...