Why 2022 is the Year of ‘Relationship Marketing’?

The way to engage with consumers is to publish a new e-consultancy report in partnership with Real-Time, Hyper-Personalized Experience, Cheetah Digital. The report, ‘2022 Digital Consumer Trends Index: Consumer Attitudes and Trends in Personalization, Privacy, Messaging, Advertising and Brand Loyalty’ indicates that consumers across the UK often unexpectedly interact with multiple channels.

Speaking to Paula Thomas on her weekly podcast “Let’s Talk Loyalty”, Cheetah Digital’s content VP and data team broke the key takeaways of the Glomb Report, discussing privacy, privacy, messaging and brand loyalty in the UK.

Tim, who leads the global report every year, says consumer insights have long been a significant driver for his marketing strategies. “You can have a great marketing team and a lot of smart people in a house, but if you don’t really listen to the audience and get their feelings and attitudes, you’re going to miss the mark,” he says.

ROI of personalization

As can be seen, greater personalization has resulted in a return on investment (ROI) and long-term consumer excitement. But it is important to get it right. “If you can personalize the scale, you’re not really doing what consumers expect,” Tim said. “Our report shows a 110% lift among people who want to be considered as an individual, which really strengthens investment in Cheetah Digital’s strategy and personalization engines.”

“As a marketer, it’s something you can’t sleep on anymore. Not after Kovid. People want a voice. They want to be recognized, and they want to be recognized for their loyalty and loyalty to the brand. The data speaks for itself – I’m not saying you have to personalize; That’s about 5,000 people telling you. “

Before anything else, marketers need to create a strategy that involves getting closer to their customers. Customers say, ‘We are happy to provide our data and sign up for your marketing program in exchange for relevant offers sent directly to me.’

Unpacking the bad and ugly of cookie-based strategies

In the report, incognito browsing has increased by 50% this year compared to last year. “It’s like a kind of rebellion,” Tim notes. “Over the years, marketers have gotten fat on cookie technology. We’ve adopted technology that has made us lazy marketers, putting aside creativity and focusing solely on sales goals. And consumers are on top of it. They’re done. They don’t care about your marketing plan. “

He believes that the sooner marketers realize this and start building relationships, the better. “Relationship marketing needs a kick in the pants this year,” he says. “It’s time to dump her and move on. We need to start doing this with our audience.

As browsers like Google cement their plans to drastically reduce third-party cookie tracking and consumers become more proactive about protecting their online privacy, marketers need to move to a first-party and zero-party data marketing strategy to strengthen their advertising. They must get permission from their customers or risk being labeled as “terrible”.

Paula says it’s a fine line between what is right to use and what is absolutely unacceptable. “I was talking to a friend recently about a cold sore. And immediately, I started getting ads for herpes cream on my mobile phone. It was painful, ”he shared.

Tim says things like that happen often. Cheetah Digital reports that more than half of UK consumers (64%) believe cookie tracking is awful. “There is a better way and that is permission-based marketing. It’s not rocket science. In fact, it should be common sense, ”he says.

“But the data shows that, year after year, people are becoming increasingly frustrated with such strategies,” he says. “Marketers need to take note and leave those strategies to the real spies in the world. They need to build better relationships. ”

Recognition is key

This year’s report further highlights that consumers want to feel like they are part of a community. In the value exchange economy, UK consumers are rewarding brands that prioritize personalization and more than half (54%) say they will trade personal and preferred data to feel part of a brand’s community.

“For a brand, it means creating a forum for customers to get involved and get to know each other,” says Tim. “Brands can create value in more ways than points alone. Upgrades are great, but they’re not enough if you don’t give a sense of community and don’t recognize individual actions. “

Paula agrees, adding the importance of innovative loyalty. “With most of this, the whole industry will prosper,” he says. “Consumers will increase their engagement as soon as they have the opportunity to connect with the brand.”

Tim says Cheetah Digital rewards itself for a powerful, customized and emotional loyalty solution. “We don’t sell one-size-fits-all solutions. It is arbitrary; Each brand is completely unique. We get excited when brands ask us to come up with something different that goes beyond points, rewards and transactions, ”he said.

Email continues to reign supreme

As third-party cookies continue to crumble, one of the biggest revelations for marketers is the sheer truth that relationship marketing doesn’t have to cost an arm and a leg. Competition and sweepstakes, for example, are cost-effective methods for engagement.

However, to get the most push for their money, Tim says technology must be adopted. “As brands begin to use technology to continue conversations and listen meaningfully to customers, their loyalty and product offers become more connected to their audience. Technology enables marketers to make the right offer to the right person at the right time,” he said.

Email remains an incredibly effective tool for marketers. When it comes down to it

Driving sales, reports found that Email Beat provides social and display ads

Up to 128% in the UK.

“Email number one driver remains,” says Tim. “It surpasses other channels for running banner ads, social posts and commerce.” And it’s been around forever. Email is a big thing, and it’s something every brand needs to have a strong strategy. “

One of the reasons email is effective year after year is its personalization ability. “You can personalize email in a database without just a first name,” the team noted “Now, we can inject keywords into the subject line to affect the open rate.”

Relationship marketing to win

Experts agree that 2022 is the year of relationship marketing. At Cheetah Digital, we want to push brand marketers to reevaluate. Are they really building a real relationship or are they just meeting their own needs and their own goals? ”

It’s also remarkable, as Tim says, to learn, to be humble and to acknowledge that it’s okay for you not to have everything sorted out. Secret? Someone has sorted everything out.

“Don’t panic if you don’t have your strategy fully mapped,” Tim said. “Find resources, download our reports, go to Cheetah Digital or other platforms like ours that have resources and do your homework so you can make the best decision for your brand.”

Takeaway? Put the consumer at the center of your efforts, build relationships with them and you will win. Your brand will win.

About Cheetah Digital

Cheetah Digital is a cross-channel customer engagement solution provider for modern marketers. The Cheetah Digital Customer Engagement Suite enables marketers to create personalized experiences, cross-channel messaging and loyalty strategies, underpinned by an engagement data platform that can scale to meet the changing needs of today’s consumers. Many of the world’s best brands, including Starbucks, Hilton, Neiman Marcus, Levi’s, and Williams-Sonoma, rely on Cheetah Digital to help them drive their revenue, build long-lasting customer relationships and provide a unique value exchange throughout the customer’s lifecycle. To learn more, visit www.cheetahdigital.com.

Leading global brands are personally interested in hearing discussions on topics like this? Learn more about the Digital Marketing World Forum (#DMWF) Europe, London, North America and Singapore.

Tags: Brand, Cheetah Digital, Consumer

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