Loyalty Marketing's Midlife Crisis

Share this article:
Loyalty programs are everywhere. In virtually every vertical market and in every region of the globe, loyalty marketers have adopted the tactics of recognition and reward to identify, maintain and increase the yield from their best customers.


As a result, the loyalty marketing industry has begun to encounter the telltale characteristics of a mature market. After decades of double-digit growth, the loyalty market has shown signs of fatigue from both consumers and practitioners.


Some of this fatigue is self-inflicted: Loyalty programs based on flawed designs with weak value propositions, and those operated as marketing afterthoughts, have gone by the wayside. Some pundits have blamed these failures on the concept of loyalty marketing itself. Is loyalty marketing overrated and ineffective? Is it merely an expensive boondoggle?


Http://www.dmnews.com/pdffiles/capizzi.pdf
Share this article:
close

Next Article in Database Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Database Marketing

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

Cloud-based marketing automation behemoth Marketo joins forces with marketing intelligence company DiscoverOrg to improve its data collection capabilities.

A Toast to Marketing Attribution

A Toast to Marketing Attribution

Vino accessories and storage company Wine Enthusiast indentifies top and underperforming affiliates using algorithmic marketing attribution.

Q&A: When (and How) to Bust Down the Data Door

Q&A: When (and How) to Bust Down the ...

Some people run into issues with trying to build the perfect solution when often an 80% solution will do, says MailChimp's chief data scientist.