2012 Trends in Loyalty
Marketing

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2 0 1 2 T R E N D S I N L O YA LT Y M A R K E T I N G

TABLE OF CONTENTS

1 GAME MECHANICS ................................................................... 3
2 SOCIAL MEDIA ........................................................................... 4
3 TIME-BASED POSTING ................................................................5
4 PRIVACY .......................................................................................6
5 REAL-TIME MARKETING .............................................................7
6 MOBILE ........................................................................................7
7 STAYING AHEAD OF THE CURVE ..............................................8

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Today’s standards for measuring the strength of customer engagement – frequency, recency, monetary value, and advocacy – are really no different than those in the hit American television show Mad Men, set more than fty years ago. While the measures of success remain the same, the marketing landscape has changed beyond recognition, with enormous challenges to establishing any customer relationship at all, much less advocacy.
Marketers can’t simply tack on the internet to the TV, print, radio, and outdoor options available in the Mad Men era. The internet itself is fragmented into social media, search, games, the blogosphere, entertainment channels, and conventional web sites that may or may not involve e-commerce. The audience is fragmented as well, consisting of Baby Boomers, Gen X-ers, and Millennials whose media habits and modes of communication have little in common. Brands trying to establish relationships with the members of these diverse groups are hindered by privacy laws that block the most fundamental effort behind establishing a