Have you ever thought about de-emphasizing traditional marketing and focusing on loyalty instead?
A recent Harvard Business Review article theorizes that a focus on loyalty should trump marketing.
For most people, the word “marketing” summons up a single-minded focus on selling products
– a one-sided endeavor. But one-sided doesn’t work in a world where social media has given consumers a megaphone just as powerful as that of traditional marketers.
Instead, there is loyalty, which requires communicating brand values that people want to be affiliated with. Consumers today have many options, and more than ever they choose particular brands to communicate something personal about their own beliefs and priorities. The best way to establish and reinforce common values is to create content that’s so highly specific it defines not only the brand, but the customer.
Building loyalty is much harder work, and it requires not only valuing customers, but liking them enough to have a conversation every day. Bringing passion and excitement to that conversation requires genuine enthusiasm for your own products and mission. It’s nothing less than answering the question, “What should this company be?”
Read full article… by Alexander Jutkowitz