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Brand Loyalty And IMC Internet Programs


To maximize the advantage of using the Internet, the process begins by identifying the heavy product users. Remember, being a heavy user is not always synonymous with feeling strong brand loyalty. Some individuals or companies are heavy users because of price or convenience or for some other reason. When another firm emerges offering a better price or an improved delivery schedule, the heavy user often will switch while the brand loyal consumer will not.

Brand loyal consumers make purchases for reasons beyond the price, the convenience or the product itself. Often they experience a type of “psychic” or affective feeling towards the brand or company. Also, in nearly every instance of brand loyalty, consumers believe the brand is superior in quality. Inferior items are not likely to create brand loyalty. Lower quality products are more likely to capture repeat purchase behavior rather than loyalty.

The experience or feelings a consumer develops towards a brand are often the result of marketing communications between the firm and the consumer. Although advertising is a major component or communication channel used to develop brand loyalty, the Internet is becoming increasingly valuable.

The Internet provides three opportunities that are not possible with advertising. First, the Internet can be designed to make shopping and other contacts more pleasurable experiences. Buyers return to the websites because they enjoyed the experience previously. These feelings may be similar to what a customer encounters at Starbucks. Consumers are loyal to Starbucks because of the total experience and atmosphere of the establishment. Not only is the coffee good, but much more is involved in the feelings of loyalty towards the company.

The second opportunity the Internet provides is the ability to establish one to one communication between the consumer and the firm. Database technology permits the company to retain a detailed history of groups of consumers as well as information about individual shoppers. Using these data, the company can develop a one on one relationship that ties the consumer to the firm. These communications (special offers, customized ads, etc) often move heavy users towards brand loyalty.

Thirds, the Internet offers the potentials to contact niche customers. Computer Economics research analyst Adam Harris notes that ” The Internet offers a unique opportunity for companies to target market“. Potential niches include African Americans, gays, women, Latinos, persons of Asian descent and even Christian Web surfers.

In communicating with consumers, it is important to provide rewards for loyalty. These rewards are not promotions, but actual rewards. The gift or offer may be the same as for a promotion, but the dialogue with the consumer is different. For loyal consumers, these rewards are mentioned as a way to say “thank you” for that loyalty. On the other hand, consumer promotions are merely used to entice the price sensitive consumer or the light user to make a purchase. A reward helps the firm to say that the persons or business is important and the psychological impact of this type of message can be very strong.

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This entry was posted on Thursday, June 25th, 2009, 8:10 am and is filed under Internet Marketing. You can follow any responses to this entry through RSS 2.0. You can leave a response, or trackback from your own site.

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