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Episode 1  |  43:38 min  |  04.28.2021

Why is Loyalty the Key to Surviving the Death of the Cookie?

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This is a podcast episode titled, Why is Loyalty the Key to Surviving the Death of the Cookie?. The summary for this episode is: <p>Loyalty isn’t a technology product you can just buy and implement. Loyalty is an experience, the heart of your strategy that gives life to the consumer’s journey.</p><p><br></p><p>And it has never been more important. Brands and retailers have been able to hyper-personalize content and advertising at scale through Facebook and Google, using a coterie of third-party data integrations. Disruption brought about by privacy is fast ending this era of fast and loose data. Now marketers need to know their customers and offer a value exchange to consumers to incentivize long-term engagement. </p><p><br></p><p>Both Google and the IAB recommend brands of all shapes and sizes prioritize building up direct-to-consumer relationships to survive this disruption. The IAB has recommended that loyalty programs be used as a way to structure the ongoing value exchange to ensure this direct customer engagement flourishes. And 79% of consumers wish brands would invest in loyalty offerings rather than run more ads to them on Facebook.</p><p><br></p><p>CMOs will be investing more into customer loyalty programs to survive this disruption and power economic recovery from the pandemic. The problem is, too often, the industry gets caught up in the marketing speak, which tech is shinier, and who has more buttons, regardless of whether you can actually use them, or if you need a team of astronauts to make it work. This ultimately leads to frustration, for you the marketer, and for the customer who is sitting at the other end of a disjointed experience.</p>
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Mark Johnson
CEO and Founder of Loyalty360Visit Loyalty360
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Richard Jones
CMO, Cheetah Digital Visit Cheetah Digital