Brand loyalty
Brand versus clicks. The search for the balance between short, quick clicks and a warm, long-lasting relationship. Do you choose the long term or the short term, brand loyalty or online marketing?
What is brand loyalty?
Brand loyalty is just that: customers who choose you out of an emotional bond and recognition, not just because of the lowest price. It is a long-term investment, with less directly measurable results, but with more customer value and an escape from the price war.
Why is the ROI on online marketing falling?
With the explosion of channels, reaching your target audience is getting harder and harder. Competitors are fishing in the same pond, the cost per keyword is rising and returns are dropping. A vicious circle: bigger investments, lower returns, weaker brand.
Brand preference lives in emotion and 'why'
Brand preference is born from emotional resonance. Think of the nostalgia of Unox, the safety of Volvo or the honesty of Tony's Chocolonely. It only works with 100% credibility and authenticity. A brand is: love to buy, easy to remember, easy to buy.
How do you build brand loyalty?
You develop brand loyalty along eight factors, from the brand side to the customer side:
- Brand identity, positioning and promise
- Brand design and brand proximity
- Customer experience and customer engagement
- Customer convenience
Don't be a one-trick pony
Too many organisations rely solely on online marketing with a template website. Coolblue won precisely by building in values: everything for a smile. The missing link is balance: online marketing and brand loyalty at the same time, in the ratio that suits your organisation.
You can read the full story about brand versus clicks in the brochure.
Go on, challenge us.
Curious how the balance works out for your organisation? We'd be glad to crunch the numbers with you.