MAM

“Competition is the biggest challenge in loyalty marketing”

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/05/21/mark-spicer.jpg?itok=N4Skk3f3

MUMBAI: With retail chains, international labels, new airlines and hotels entering India in a big way, the brands are trying to woo consumers interestingly. One way in which brands are connecting with consumers more efficiently is by getting in to loyalty marketing. Loyalty marketing, which is considered to be personal, is now trying to use the power of technology in a big way.

To understand more on this,indiantelevision.com recently met with ICLP India general manager Mark Spicer, who has been in the loyalty and incentives industry for over two decades now. Spicer spoke about marketing during tough times, the potential of loyalty marketing and much more...

What according to you is the size of loyalty marketing in India?

It can be noted that the current size of loyalty marketing in India is around $1.5 billion, as of the beginning of this calendar year. The numbers are expected to shoot up and one can expect double digit growth by end of the year.

What are Indian brands doing right by getting into loyalty marketing?

Many Indian brands have started interesting initiatives using loyalty marketing. What brands now need to focus on is to take communication to the next level. According to me, this is the right time when brands can jump into the picture to grab the attention and confidence of consumers. Today, consumers’ expectations have become dynamic. It will be extremely difficult to track their moves if you are not focused.

What makes you say that it is the right time for loyalty marketing to take off in India?

The changing market scenario is the major reason why I think brands should be keen in gaining the confidence of consumers. The Indian economy is showing a slowdown and this is an apt time for brands to jump in. Loyalty marketing has an immense potential in an emerging market like India.

It can be observed that with an increase in inflation rate, consumer decisions are most likely to fluctuate. How can loyalty marketing help brands sustain themselves?

The first step that brands should take during tough times is to clearly understand their consumers. The task that brands should put on their list is to make clear the road plan. Consumers like being valued. Also, it can be noted that brands need to make communication individual-specific. All this can happen only when brands start getting engagement in marketing. Consumers look for alternative product lines during inflation. Brands need to consider this as an opportunity and make the best use of it.

Many brands use personal media such as social media and mobile in their loyalty marketing mix. Don’t you think this can intrude on a consumer’s privacy?

Brands should give consumers the liberty to choose their medium of communication. Consumers are choosy about where they receive their marketing messages. Even though permission marketing exists with emergence of social media today, a lot of communication reaches a consumer at a faster rate.

Consumers today have better control on communication. Brands need to map a costumer’s journey in loyalty marketing. Having said that, it is necessary that brands take note of how many times a message reaches a consumer and the medium through which it is sent.

What are the challenges loyalty marketing can face in a diverse market like India?

Competition is the biggest challenge in loyalty marketing. With cultural and political diversity, brands need to cater to different needs and deliver memorable experiences to consumers. It is also important for brands to keep on par with the ever evolving technology.

Does talent in India have the right skill sets to take loyalty marketing to the next level?

Talent in India is rich; what needs to be taken care of is to groom them to put data in the right context. Also, talent here can take learnings from other markets to sharpen their skills. The future looks very positive and bright.

Marketing to millennials is a hot topic of discussion these days. How do you think loyalty marketing can deal with millennials who are believed to have a variety of choices?

While dealing with millennials, it is necessary to think ahead of time.  Marketers need to be instant in the way they communicate and need to speak to them in the tone that they understand. Most importantly, data needs to be used smartly to understand their psychology. Marketers also should embed technology in their line of communication.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/26/sports5.jpg?itok=u-lAQRy8
Samsung is presenting sponsor for Star broadcast of British Premier League

Samsung India is the presenting sponsor for the broadcast of the much awaited 26th Season of the Premier League (PL) that will be brought live to football fans in India on Star Sports Select and Star Sports Select HD.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/gurukul.jpg?itok=bPkYLh9n
Cricketer Yuvraj Singh joins as partner and brand ambassador at Creator's Gurukul

Cricketing icon Yuvraj Singh has become partner and brand ambassador of Delhi-based new-age business space and services provider Creator’s Gurukul, and agreed to be the face-of-the-brand for the next four years.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/suhas.jpg?itok=4sIdtyGy
Rickshaw's design unit nets Future Consumer, Cambay Tiger & BarBar

Mumbai-based creative and communication agency Rickshaw has announced the launch of its design unit so as to cater to client needs and communication requirements.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/Anupam%20Roy_1.jpg?itok=XGD4mlA1
JSW portable slag cement TVC launched

MUMBAI: ITW Playworx, the entertainment, media & communication arm of ITW Consulting, conceptualised and managed the launch of JSW Portable Slag Cement and celebration of Salboni Plant at Kolkata recently.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/Untitled-1.jpg?itok=--vdD5Ui
Brand Street sets up fourth branch in Chennai

MUMBAI: Brand Street India , an integrated marketing agency, continues geographic expansion with the opening of it’s branch in Chennai. This will be the brand’s fourth office in India and second office in southern India after Delhi, Mumbai and Bangalore. The Chennai branch will be headed by Sreeram...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/Aditya_Birla_Fashion.jpg?itok=MSuO2mO0
Aditya Birla Fashion embarks on national expansion

MUMBAI: Aditya Birla Fashion and Retail Ltd.’s Van Heusen Innerwear & Athleisure business has announced a pan-India growth plan in this emerging segment. Since its foray last year, Van Heusen Innerwear & Athleisure has created a strong presence across 1700+ outlets across 80+ towns in South...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/19/guest.jpg?itok=aSc2eH-h
Guest Column: Start-up hacks: A cheat sheet for success

With the convergence of technology and media, we are witnessing tremendous activity in the start-up space.  From content to distribution to broadcast to affiliate opportunities, there is no dearth of new ideas and their backers.  Surprisingly not all of them are covering all their bases to crack...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/24/test.jpg?itok=m4erCRO8
India-Sri Lanka test series net a bagful of ground & instadia sponsors

The folks at India-based sports management firm ITW Consulting are sporting broad smiles on their faces. The reason: a clutch of brands has signed up as on-ground sponsors for the upcoming India vs Sri Lanka test series starting 26 July in the Emerald isle.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/24/ch.jpg?itok=Nyf60UeV
Gutenberg appoints Christina Daniels as director of content for India

Renowned content writer and author Christina Daniels has joined Gutenberg as director of content for India.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories