The Next Generation Of Loyalty Programs

In the midst of this pandemic, many brands made a point to move heavily toward digitalization by offering expanded online services, curbside pickup, tele-appointments and more. 

Consumers today have more buying power and information than ever before. They demand personalization, social engagement, and authenticity from brands … a trend that is only increasing year after year.

If you’re in business, you probably know how true this is. A well-functioning rewards system is a must-have to guarantee customer loyalty and increase revenue through repeat purchases. You can easily increase your sales through online loyalty programs. 

It’s no surprise that more businesses are realizing the value of loyalty programs. In fact, according to a recent study, 92% of those surveyed say they feel positively toward companies that offer loyalty rewards programs. And because customers want more than the bare minimum, 77% said they want a program that offers points for purchases, but also offers them an opportunity to earn extra points through special promotions and offers.

Customer loyalty in 2022

As the majority of brands are seeing their customer retention rates decline and costs rise with advertising, DTC companies are approaching this problem differently.

Instead of acquiring new customers with promotions or increased advertising spending, they’re focusing on increasing loyalty so they can spend less and make more.

The loyalty landscape is rapidly transforming. As consumers continue to embrace the idea of “buy now, pay later” — not only at retail, but also across all other industries — I predict we will see iterations of the payment model in more progressive-thinking loyalty programs.

Brands will have an unprecedented ability to identify their most loyal consumers based on their buying habits and other behaviors. 

Data captured through the loyalty program will enable advanced data analytics models to determine who best qualifies for a promotion like this—as well as who would find it most appealing. 

A cross-promotion between airlines and credit card companies, or stores and fast food establishments, underscores this concept of “intelligent segmentation.” If a person books a flight to San Diego with American Airlines, for example, he may soon receive a coupon from Bank of America offering airline miles matching the number of points he’s accrued on his new credit card.

What metrics need to be tracked to consider a loyalty program successful?

The four-letter word that will make or break your loyalty program is “KPIs.” 

Which KPI should be your top priority? I bet you have this question rolling around your head a lot. The answer to the question depends on what your brand is trying to achieve from the loyalty program.

As you may have noticed, most brands are trying to improve their customer lifetime value (CLV). The reason? With the recession gripping the world economy tighter, marketing budgets are shrinking every day. Therefore, businesses want to focus on turning customers into repeat ones so they’ll come back and make more purchases.

Start by setting up a funnel using two main KPI’s to monitor each touch point from the initial presentation of the offer all the way through a customer joining. 

  • Eligible orders: The more customers that see your value proposition, the more potential for maximizing joins.
  • Conversion: The most important metric is the number of people who said yes divided by the total people who saw the offer.

This will help you determine which portions of your program are working producing results and which are not.

The future of customer loyalty programs

Data collection is mandatory in loyalty marketing. The more data you collect and the smarter you use your data, the better chances you have of reaching your business goals. 

That’s why it goes without saying that you should definitely pay attention to what data-driven marketing metrics matter to your business. A solid data base is becoming more and more important for most marketers, with third-party data becoming significantly less available.

If your brand is looking to create a more personalized experience to reward customers through their loyalty program, adjust your strategy accordingly. Look for ways to get creative with your loyalty program, and you’ll find that you stand out from the crowd. 

Video Content Marketing Strategy: Why You Need It, How to Do it, and What You Can Do 

If you want to learn how visual content can help your business succeed, then let me tell you why it’s important to adapt.

You’ve probably seen the rise of video content on social media and platforms like YouTube. But what you don’t know is the effect it has. 

It’s huge. And it’s about to hit your business. So make sure you understand it now and begin to implement a strategy for its use in your business. 

According to  research by Adobe, most (63%) consumers now say that they always or often finish a piece of video content from start to finish in a single sitting.

Video Has Changed. How About Your Video Strategy? 

One of the biggest challenges digital marketers will face in 2022 is lower conversion rates. 

Videos are excellent conversion tools. As per a report by Forrester, it was found that the highest click through rates (CTR) can be achieved by using videos as a content marketing strategy. 

Video marketing is becoming one of the most popular and preferred ways to engage with customers and convert them into sales.

There’s a rising star in the video content skyline: Interactive video ads.

Imagine this for a moment: a commercial (or video content of any kind) breaks the fourth wall and invites you to click or tap on certain items. 

Then, you’re whisked off to an item landing page that can lead to an immediate purchase or to more information about the product. 

Almost sounds like magic, doesn’t it? Welcome to the world of shoppable video ads — which Amazon and YouTube have both launched in beta in recent months.

Beyond Social Media Videos 

 Research by ThinkTV in Australia shows broadcast VOD on mobile and TV delivers better ad engagement and attention than social video on YouTube and Facebook. 

Naturally, this trend is also trickling down to other methods of advertising such as through online video ads like mobile OTT ads that are considered by marketers and content publishers alike as the next big thing.

Is Mobile OTT Ads the Next Big Thing? 

While you may be familiar with OTT (over-the-top) content, mobile OTT ads are a relatively new and emerging marketing channel on video-streaming apps. 

For context and comparison, traditional television ads are also OTT — they’re taking the place of paid programming which could be anything from internet videos to live sporting events. 

However, mobile OTT ads are different. They can serve as “pre-rolls” or “mid-rolls” before or in between popular video streaming services such Baby TV Live, Discovery Kids TV and PBS Kids Go!

Some predict that the mobile internet will surpass the traditional internet in 2025 by about 300%. 

And it’s not hard to see why. Mobile phones are an integral part of our daily lives, used for everything from checking the weather forecast to sharing a funny cat video. 

The bottom line is that mobile OTT ads are here to stay, and brands need to adapt to the changing needs of consumers. So, what does this mean for your brand? Keep an eye on where future trends are heading and make sure your brand is ready to reflect these changes.

What Are Universal App Campaigns (UACs) And How To Setup The App Campaigns

Universal App Campaigns (UAC) allow you to get more downloads for your mobile app, these campaigns were introduced to Google Ads back in June of 2017. 

Universal App Campaigns are a great way to find new users for your mobile app by advertising on Google’s largest ad networks, including search, display, YouTube, and the Google Play Store, while managing ads in the Google Ads platform. 

In this post, I’ll lay out everything you need to know about Universal App Campaigns (UACs) that are available within AdWords. Let’s dive right in!

Getting Started With Universal App Campaigns in AdWords

Before you launch your app campaign, it’s crucial to plan out your goals, budget, and bidding strategy. 

There are three types of Google Universal App campaigns: app installs, app engagement and pre-registration. Each one is used to drive different actions in your app:

1. App installs

Run ads that encourage people to install your app.

2. App engagement

Engage users who already have your app and take them to a targeted landing page. 

3. App pre-registration (Android only)

Run ads that build excitement and awareness for your apps and games before they release on Google Play.

Where Do I See My Google Universal App Campaigns?

Google Search partners

Google’s Universal App Campaigns help app developers drive installs and engagement from search users who have never installed their app before. These campaigns match your app with relevant keywords for installs, in-app actions and future engagement.

For app installs and pre-registrations. Google can display your ads when your potential customers search for terms related to your app or visit an app’s detail page.

YouTube 

YouTube ads show your app install and pre-registration ads where they’re most likely to be clicked, and help you meet your goals.

Display Network 

For app installs and pre-registration, your ads can be shown to relevant users across the Google Display Network and in other apps.

Discover on Google Search 

For Android phones in the English language setting only. Now your ads will appear on the Discover On Google Search page. This will give you a chance to show visually-rich ads to users based on the users’ interests.

What to Do Before Creating an App Google Campaign

Before you run any app install campaign, you’re going to want to track the conversion. Inside Google Ads, click tools and settings. 

Click on conversions. Next, click on the blue plus button to add the new conversion.  

Google Ads Apps: Promote Your iOS or Android App (2022)

One of the best things you can do to help App Store Campaigns is to make sure your app store listing has all the right pieces in place, including screenshots that show off the best parts of your app, a good preview video, and lots of keywords. Here’s why: this will help your app get noticed. 

Google app campaigns are the second biggest ad network, and they can help you scale your app globally to millions of users with a positive return on investment.

Check out this step-by-step video tutorial on how to set up your app campaign.

One of the biggest benefits of setting up a Universal App Campaign (UAC) via Google AdWords is that you’re also advertising your app in the dedicated section of Google Play, called ‘Top Charts.’ This can be especially beneficial if your mobile app is performing well in Top Charts, since this will entice potential new users to download your mobile app. With UACs, you can be sure that your marketing dollars are being spent in meaningful ways to help drive downloads and improve your ROI.

Retention Marketing Strategy: What Is It And Why You Should Use It

Retention marketing is a strategy that markets to existing customers. It is also known as “re-marketing” or “retargeting”.

You may already be familiar with retargeting – maybe you’ve seen ads for products on Facebook that you browsed on Amazon.com? Retention marketing takes those strategies one step further with the goal of encouraging an already-existing customer to take a certain action, like purchasing a product or spreading positive word-of-mouth.

It’s also called churn-free marketing since the goal is to prevent people from churning (or leaving). Data show that retention strategies are up to 6X more effective at increasing profits in the long run. Over time, you’ll start thinking of your whole business as an ecosystem—everything connected together.

Marketing to existing customers is a crucial phase of the customer lifecycle. The success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20%.

This is where retention marketing comes in; it focuses on creating strategies and driving tactics to prevent churn and increase loyalty.

What You Need to Know About Retention Marketing and the Influence of Lifetime Value

This can be done through a variety of methodologies, all designed to give customers a memorable experience and keep them coming back. 

Combining retention marketing tactics with other methods of generating leads can help to create new customers, which is often referred to as “win-back” or “upselling” marketing. 

Businesses are always in pursuit of growth, constantly looking for ways to improve their economic and financial results. Customer retention is a powerful tool that can boost your business over the long term. 

Here are two simple strategies and tactics you can deploy in 2022 for greater customer retention.

Two Boosting Retention Strategies  for 2022

1. Engage customers with user-generated content. Start generating UGC after a customer buys a product. A customer’s delights is at its highest when they buy a product.

User-generated content is 42% more effective than branded content and has 6.9x higher engagement rate than your own branded content. 

  • Choose social networks most impactful to your campaign 
  • Tell your audience what content you want 
  • Focus on community through transparent collaboration 
  • Don’t forget to measure your UGC efforts 

According to the State of UGC 2021 Report, 93% of markers agree that consumers trust content created by customers more than content created by brands. 

2.  Use Zero-Party Data to improve the customer experience. You can collect zero party data from reviews and attribute checkboxes customers can click when they share their experience with you. Different types of zero party data you can collect by industry. 

  • Athleisure – Size, height, and performance
  • Beauty – Age, skin type, skin tone, and skin concerns
  • Home and Accessories – Use, reason for purchase, age
  • Food and Beverage – Favorite product, drink, how customer drink their shake 

Collecting zero party data gives great insights into your customer’s wants and needs. Customer retention has become a top-of-mind business issue. Staying abreast of customer behavioral data, while creating hyper-personalized interactions across multiple channels, is the key to increasing retention.

In conclusion, retention marketing is a quest for continuous customer satisfaction. It’s about treating every customer like an individual with specific tastes and interests. Internet marketers are shifting their focus from acquisition to retention, because they are well aware of the fact that their customers can be kept longer and delighted on multiple occasions. They know that putting the focus on creating personalized interactions with the customer leads to better customer experience. That, in return, will lead to increased customer satisfaction.

In Bound Marketing: How to Build the Buyer’s Persona 

Buying decisions are rarely 100% rational. Your buying decision is mostly emotionally driven, which means you have to understand your customers and what they need to be persuaded to make a purchase. 

If you want to market your business, a careful understanding of the target market is essential.

Buyer personas present a real picture of your potential customers, and allow you to create marketing strategies that will be effective and relevant to your specific audience.

What Do We Mean By Buyer Personas? 

Buyer personas are detailed profiles of your best customers. The profile contains demographic data such as age, gender, annual income, and geographic location. 

In addition to these demographic data points, psychological motivations (i.e., what’s important to them) as well as social class can be included in the persona profile. 

Once created, you will then have an understanding of who your best customer is, what they think, and how they make purchasing decisions.

We are easily influenced by the people around us. Having a clear picture of your prospect will help you to tailor your message and marketing efforts.

How Marketing Efforts Affect the Buyer’s Journey 

Have you ever wondered how someone’s mind clicks that one button that says, “Buy Now!” Have you ever followed up with an inquiry and realized your pitch was just not engaging? How about when you just couldn’t get through to the prospect on email, and after several tries, you just gave up?

The buyer’s journey consists of three: Awareness, Consideration, and Decision.

You can see that the buyer takes the first step to go from a stranger to a prospect by moving into awareness (the primary goal of the awareness stage is to move people from uninterested in your product or service to aware of it.

This information can be used to develop targeted content and funnel website visitors towards the desired goal. Understanding the buying process will give you insight on how to structure your marketing and sales approach.

How to Build Buyer Personas in 4 Easy Steps

Do you have any buyer personas yet? If the answer is no, do not worry.

Buyer personas are fictional representations of your ideal customer, designed specifically for marketing purposes. Building a persona helps you to understand how your customers think and feel so you can better connect with them and build a brand they will love. This is what it means to build the “buyer’s persona”.

1. First step is to look through your email list or contact database to see how your audience or customers are finding or consuming your content. 

2. Organizing how personal information is captured in forms or websites should be one of your first steps. Use form fields, for example: Company size, industry, etc.

3. Interview customers to find out what they like about the product or service. Also since your sales team might be in contact with first time buyers, consider your sales team’s feedback. 

4. Next, use the research above to start building the buyer’s persona. Fill your persona’s basic demographics information. Include info you gathered from interviews. Like quotes or buzzwords, what they like, goals, interest, etc. 

Now that you have a clear understanding who your target audience is on a deeper level, make sure to share with your team to improve reach, boost and conversions. 

Amazon Sponsored Products – Drive Traffic to Your Store on Amazon

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Why is Amazon Advertising Powerful? The answer is straightforward.

Unlike Google and Facebook, Amazon shoppers have strong purchase intent, making the advertising features more profitable than the others. 

This is the major reason that sellers and brands are keen to explore this major marketplace.

Amazon is usually considered a marketplace where you can explore buying products. The same marketplace also allows you to promote products, brands that you sell. 

There are numerous features Amazon carries within itself that make it… powerful! Today, we will be considering some of those features and decide for ourselves if Amazon’s advertising is powerful or not.

How Amazon Sponsored Product Ads Can Be Generated & Launched For Targeted Customers


You’ve probably seen ads like the one above appearing with organic results on Amazon.

These ads, called Amazon Sponsored Products, are essentially keyword-targeted ads that look very similar to organic search results and link to the product detail page. 

In terms of content, Sponsored Product ads are created automatically based on the advertised product listing, and are only indirectly customizable.

Sponsored Product Ads are displayed in two different places: Search results and product pages.

Both vendors and sellers can use Amazon Sponsored Product Ads.

Because Amazon Sponsored Product Ads appear directly in search results on Amazon, the ads are visible for Amazon customers. That means shoppers know what product they want and have a higher likelihood of making a purchase. 

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Amazon Pay-Per-Click (PPC)

Sponsored Ads on Amazon work like any other Pay-Per-Click (PPC) platform. The costs are billed at a rate of one cent to five dollars per click. The cost of the click is determined in a real time auction whenever an ad is shown. 

Do Sponsored Products from Amazon Improve My Organic Ranking?

The answer is yes. Sales volume is one of the most potent factors for ranking on Amazon.

These sales include not only organic sales but also sales from Amazon PPC campaigns, so an increase in sales from promoting products via Sponsored Products can indeed boost organic rank.

These ads are a powerful way to show products to shoppers who are further along in their buying journey (lower funnel) and therefore more likely to make a purchase. 

In conclusion, are you using Sponsored Product Ads to promote your products? If not, you’re missing out on an important acquisition channel for Amazon sellers.