It’s been said that predictions are hard to make, especially about the future. Fortunately, loyalty and engagement metrics are leading-indicators of what consumers think and, more importantly, how they are going to behave – in categories, toward brands, and in the real-world marketplace.
If it helps, think of these insights as a loyalty and engagement version of a crystal ball – or a brand’s marketing early-warning system.
Fortunately, when properly configured, these metrics can measure the direction, velocity, and intensity of future consumer values, often 12 or 18 months in advance of major market shifts and well ahead of any consumer articulation in focus groups or traditional market research.
Having examined these metrics, Brand Keys offers the following advice on the nine major trends that will have a direct impact on the success – or failure – of brand marketing efforts in 2009.
Nine for 2009: Loyalty & Engagement Trends