Marketing Channels and Customer Loyalty Strategies

Posted on Jan 24, 2025 in Marketing

Traditional Marketing Channels

Traditional marketing channels build awareness, inform, persuade, and remind. They provide factual information about services and educate customers about product features and capabilities.

Public Relations to Stimulate Positive Interest

A basic element of public relations (PR) is the preparation and distribution of press releases (including photos and/or videos) that feature stories about the company, its products, or its employees. This stimulates positive interest in an organization and its products.

Direct Marketing

Direct marketing involves presenting information about your company, product, or service to your target customer without the use of an advertising middleman. It is a targeted form of marketing that presents information of potential interest to a consumer that has been determined to be a likely buyer. It will most likely succeed when marketers possess a detailed database of information about customers and prospects.

Sales Promotion

Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage, or trial of a product or service. It uses both media and non-media marketing communications for a pre-determined, limited time to increase consumer demand, stimulate market demand, or improve product availability.

Websites

  • Awareness and interest
  • Provide information and consultation
  • Facilitate two-way communication with customers through email and chat rooms
  • Stimulate product trial
  • Place orders
  • Measure the effectiveness of advertising and promotional campaigns

7 Types of Online Advertising

  • Display Ads
    • Static images – These are your basic banner or square ads that appear around the content.
    • Text – These are text ads that are created by algorithms to make text ads relevant to the surrounding content.
    • Floating banners – These move across the screen or float above the regular website’s content.
    • Wallpaper – These appear and change the background of a website, filling the whole page.
    • Popup ads – These are new windows that appear in front of the website content; the newly opened window displays the full ad so visitors can see it.
    • Flash – These are moving ads that “flash” different content at the viewer.
    • Video – These are small video ads that autoplay or wait for the video to be played by the visitor.

Social Media Ads

  • Organic – Creates loyalty and gives you feedback from your target audience; a new form of word-of-mouth.
  • Paid – Leverage promoted posts and reach specific people.

Native Advertising

Native advertising includes those sponsored listings at the end of blog posts, appearing on your Facebook feeds, and posted to other social media. A native ad doesn’t require you to abandon the experience you’re currently in.

Remarketing and Retargeting

When people visit your site, you drop a cookie on them so that, as they travel around the web, your ads will appear over and over to remind them about your product or service.

Email Marketing

Email marketing is a great way to build customer loyalty and boost sales. When you use an email campaign manager to prepare and send your emails, you can easily track how well they do and monitor your ROI.

Wheel of Loyalty

Reduce Churn Drivers:

  • Increase switching costs
  • Implement complaint handling and service recovery

Build a Foundation for Loyalty:

  • Segment the market
  • Be selective in acquisition
  • Use effective tiering of service
  • Deliver quality service

Create Loyalty Bonds:

  • Build higher-level bonds
  • Give loyalty rewards
  • Deepen the relationship