Creating an ongoing dialogue!

As consumer packaged goods (CPG) brands lose share to less-expensive store brands, marketers are focusing on methods to secure lifelong brand loyalty in a bid to acquire new customers and retain lifelong customers. The insights gleaned from their online relationship marketing efforts often guide product development, marketing communications and retail promotion strategies.

CPG marketers’ online relationship marketing tools include weekly e-mails, coupon offers, rewards programs and sweepstakes. Social media platforms help to build buzz for product launches, drive trial and test marketing messages, strengthening brand loyalty and building affinity with consumers.

In addition to regular e-mail communication, CPG marketers need to develop tactical social media hooks and integrate them with relationship marketing programs. These hooks will help marketers get closer to consumers and can also offer insight into the motivations and behaviors of specific target segments.

CPG marketers pursuing this approach will need to change the way they think about relationship marketing and loyalty. It requires going beyond coupon-based incentives to building brand loyalty based on more intangible, emotional values. Users develop positive feelings toward brands they felt they could interact with on new media channels.

In creating an emotional bond with customers, CPG marketers will help encourage a lifetime of brand loyalty.

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