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Did Loyalty Kill Marketing?

I came upon this article in the Harvard Business Review that brings up good points on how brand loyalty is slowly killing marketing.


What are your thoughts on customer loyalty and moving away from spending money on marketing and advertising?

Why aren't Nike or McDonalds taking this approach?

6 Replies

Rodrigo Vaca
3
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Rodrigo Vaca Entrepreneur • Advisor
Product & Marketing
If you define marketing narrowly, then yeah, it is dead.

If you define marketing as understanding customers, translating those needs to people inside the company, segmentation, and then translating products and features into something that people will want to buy, I don't know hot it will ever be dead.

Case in point: the article points to Apple as an example. Yet, last time I checked, Phil Schiller was still the CMO at Apple (Sr VP of Marketing).

Don't believe everything you read!
Yoli Chisholm
0
0
Yoli Chisholm Entrepreneur • Advisor
Founder at WELL - WeLearnLive.com
While I agree with the spirit of the article which essentially is sounding the alarm that the mindset and approach of marketers today needs to change...In fact I wrote on the topic back in May in a quick rant "Investing in Advocacy vs. Acquisition"linkedin.com/pulse/20140528001206-5718108-investing-in-advocacy-vs-acquisition

but make no mistake about it this is not the death of marketing ...I liken it to the changes that the CIO is going through..so too does the CMO's skill set, strategies and approach have to change. Much like we embraced social, so will we embrace content marketing, marketing automation, advocacy and adjust our budgets and focus accordingly...

But like I always say to Startups...everything you do IS marketing.... the companies that understand that building a great product lowers marketing costs, having great customer service IS great marketing, nurturing existing customers IS marketing...enabling happy customers to share and refer IS marketing....great frictionless buying experiences IS marketing.

So no...marketing is far from dead...it's just updating its approach and working new muscles
Eva A. May
0
0
Eva A. May Advisor
Purposeful Program Developer and Marketing Professional
Marketing has always been about generating customer loyalty. Back in the early days of selling, before marketing emerged as a profession, door-to-door salesmen had to develop trust in their product and in their sales proposition. However, one-on-one sales pitches were an extremely high-cost way to sell nearly all types of products. So marketing emerged, and progressive companies utilized mass media to generate awareness of and interest in their products, resulting in sales and loyalty with a much better ROI. Over the years, many wonderful marketing and sales tools and tactics have emerged, some of which are cost-effective and some of which are just costly. And CMOs have had to keep up with the myriad of tools and tactics available and select the best marketing mix for their companies and customers, in many cases no longer needing to build awareness or brand equity (because it already exists), but to strengthen loyalty and engagement. What's really fun now, although it's also very challenging, is that we have come full circle in marketing. One-on-one relationships need to be created with customers in order to generate passion for our brands, and customer loyalty. But done properly, it can be cost-effective, and very successful. By no means is this the end of marketing - it's just a different toolkit!
Joanan Hernandez
0
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Joanan Hernandez Entrepreneur
CEO & Founder at Mollejuo
Hello Matthew,

While Apple has been wildly successful, we should not forget they have a yearly budget of about 1$ billion in just ads. On top of that, their retail store also act as marketing channels. This just to quote one of the examples from the article.

So, in the case of Apple, marketing is there, is just that's being done differently, but it's still marketing.

Ohh and going to your original comment on why McDonalds and NIKE aren't doing this? The Apple retail experience mirrors the NIKE Store experience form branding purposes. Needless to say, NIKE Stores have existed years before Apple retail stores.

Cheers!
Dominic Warne
0
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Dominic Warne Entrepreneur
Global Brand Director - Sea Life (Merlin Entertainments plc)
An eye catching title, but as several others have said, it's a myopic view of marketing. Whether you view marketing as all encompassing, or simply a function, what is right about the article is about creating an experience that people connect with and keep coming back to.
What is wrong is (again as others have said) that it's divorcing loyalty from marketing. In some ways it completely diminishes the role of marketing when marketing should be the team that connects with the consumer and galvanises the wider company to make consumers their number 1 priority.
Tami Belt
0
0
Tami Belt Advisor
Owner, Blue Cube Marketing Solutions
"A great brand is a story that's never completely told." - Scott Bedbury It's about constantly and consistently telling the story through the web site, social media, testimonials, blogs, community engagement, media, word of mouth. This is Public Relations. Public Relations is the strategic crafting of your story, your message. Publicity is the result of your story being placed in front of your target audience through social, print and electronic media. Public Relations goes beyond telling your story to engaging your public in conversations. It's about connecting and building relationships. You wouldn't build a house without a blueprint, so why communicate without a plan? Communicating without a plan is risky business. Clear, consistent and strategically planned communication is key to realizing your company's goals. A well-designed communication plan can help you: o build your brand o position you a leader in your industry and community o connect with clients, community and employees o create customer evangelists o communicate effectively through targeted media channels o provide clear direction in a crisis o establish you as a valuable and reliable resource Tami Belt Blue Cube Marketing Solutions [removed to protect privacy] www.1bluecube.com [removed to protect privacy] "The great use of life is to spend it for something that will outlast it." - William James
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