State of the Industry: Mark Johnson
By: Mark Johnson
September 02
EMPOWERING THE “PULSE” THROUGHOUT LOYALTY MARKETING
It has been a while since I last wrote a State of the Industry report and not only have we experienced significant change within our growing organization, but the market continues to change as well. The goal for the State of the Industry is to leverage thought leaders to get a “pulse” on the loyalty, incentive / reward and engagement marketing arenas. We want to empower that “pulse” by creating a community, an interaction, and a dialogue for a market that seems to be clamoring for one.
We continue to see the market looking for guidance and new buzzwords such as “engagement,” “marketing 3.0” and “social media.” We read in blogs, hear at conferences and are espoused to by “experts” that traditional forms of media are “dead” or “dying.” If you do not move to the new measureable forms of media and integrated marketing communication your organization will not survive. However, is all of this constant change with the vanguard and purported vanguard in media perorating to us on what we should and should not do beneficial or confusing?
We know that as marketing has entered the 21st Century; a significant change is taking place in the way companies interact with customers, suppliers, end users and their employees. Marketing, in the traditional view was thought of as a simple exchange process (the four P’s), if you understood them and used mass / interruption type marketing you would be able to introduce, establish and sustain your brand; this was often referred to as transaction based marketing. Yet now, we are in the “new world” of the empower populace, we are replacing (or attempting to) replace traditional media with a new approach referred to as relational marketing. The basis being that you use any, and all information you have about your customers, your channel, your employees to make more informed, timely and relevant communication decisions / interactions in the form, channel and via the method they expect.
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