On loyalty marketing

I loved John Ribbler’s comment:

“What are the drivers of customer loyalty?”

To put it differently: Marketing is (also) about marketing the value of marketing, and now the terms are loyalty marketing, engagement marketing, social media etc, so beware.

On a related note:

“Why do many small businesses view social media as unnecessary?”

That social media is important for brands that are differentiated through their brand only and not their offerings (manufacturers and distributors of commodities come to mind), doesn’t mean your MnP business needs it. That said, most companies don’t utilize the potential of the technology at hand, and rather stay with fancy graphics as if they advertised through a paper magazine.