How Loyalty Marketers Can Best Leverage Digital Marketing Campaigns

Digital marketing is a massive topic in the loyalty industry today and one that seems to grow by the day.

How can loyalty marketers best leverage digital marketing campaigns and create better customer engagement and customer loyalty because of them?

Wayin CEO Richard Jones offered Loyalty360 his unique expertise in this area.

Can you talk about the current state of digital marketing campaigns and how loyalty marketers can best leverage them?

Jones: We’re currently in the midst of a proliferation ad blocking and advertiser fraud, which is causing huge changes in the digital marketing landscape. All too many marketers, however, are failing to adapt, and remain heavily dependent on intrusive forms of digital display advertising; chasing clicks and other often worthless metrics at the expense of their brand’s reputation, instead of thinking about how they can actually connect with their customer.

If you want to engender loyalty, then, like trust, you need to earn it. Clickbait and shouty, flashy display advertising isn’t the way to go. Marketers need to focus on delivering value-added interactive experiences and finding unique and creative ways to engage with their customer. 

What are some of the new digital campaigns and how are they being used to drive customer engagement/customer experience?

Jones: New digital campaigns need to be customer-first, and that all comes down to engagement. There is a host of new campaigns today that marketers can use to connect with their customer and build true, meaningful relationships; from delivering micro experiences in digital display ads, to reveal campaigns that encourage fans to unlock exclusive content over a period of time.

For the first time, we can harness social media conversation to showcase buzz and sentiment to an event, debate or any significant moment. We’re seeing a new generation of chatbots, that can be used to engage more deeply with customers. Rather than setting a timer or telling today’s weather, chatbots can mimic influencers, deliver product recommendations and bespoke personalized experiences. 

At Wayin, we recently partnered with AIMIA, the largest loyalty provider in the world, to revolutionize the loyalty sector. Moving away from points for purchases, to points for engaging with content, delivering product recommendations or sharing brand advocacy. 

This broader, holistic view of customer engagement, recognizes the value of interaction ahead of your customer’s cash.

What brands are doing well regarding digital campaigns and where do the challenges lie?

Jones: The challenges for brands are finding new and unique ways to deliver interactive marketing experiences that people actually want to engage with. Most brands waste 40% of ad budgets on non-working media, and they need to reduce that. 

The challenge really lies in upping the quality of interactive marketing experiences, while conversely cutting down spend. 

That’s why you need to leverage a platform that has an app for every occasion, that can be shared, replicated, and elaborated for any campaign. Removing scalability, idea generation, and innovation worries and focusing on the customer first.

How important is social media in these campaigns?

Jones: Social media is imperative to harnessing brand advocacy, and the megaphone for amplifying it. Having a great product or good customer service isn’t enough alone to guarantee social proof. Customers are savvy. You need to incentivize it. 

We have lots of ways to give your customers a nudge into being the biggest advocates of your brand, from meme generators, social walls full of user-generated content, quizzes, sweepstakes and much, much more. 

What advice would you offer a brand that is setting out along this path of digital marketing?

Jones: Take the guesswork work out of your campaign strategy. All too often, marketers fire the arrow, then paint the target around it afterward. By leveraging a platform that has a built-in library of successful campaign templates, you can guarantee positive results. 

Then you can shape your own bespoke library of campaigns that get results, share, and reuse with others in your business. Over time, you’re going to build a vault of interactive digital experiences that deliver. 

This scalable approach to connecting with your audience means you won’t have to pay an agency every time you want to run a campaign. 

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