The challenge of highly targeted marketing techniques that deliver precisely the right message to the right person at the right time is real for B2B marketers. But what if we could make B2B marketing as measurable as B2C?
While brand efforts and demand efforts are often handled by separate internal teams that operate in silos within any given business-to-business company, they are interconnected in the customer’s experience.
Third-party cookies were designed to anonymously store user behavior and data on websites. They have been used by advertisers for many years to track audiences and target them with highly relevant and effective ads.
The amount of rebate a brand gives back to consumers, is a key determinant of loyalty program participation. In fact, consumer research we have worked on at Merkle shows that the main reason consumers participate in loyalty programs is for discounts (39%) followed by free products (30%).
It is but natural that in any commercial transaction, every party strives to maximise own value. While loyalty programs create preference, they are unable to keep customers faithful, when it goes against this commercial interest. Then, you ask, what is the true purpose of a loyalty program?
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