Industry News
Posted on 02/09/2008
Web 2.0 increases customer loyalty
Web 2.0 plays a key part in increasing consumer loyalty and integrating direct and brand marketing, new research by the Direct Marketing Association reveals.
The New Media Emergence in DM & Brand report shows 84 per cent of marketing professionals use Web 2.0 and rate it as a highly effective way of developing a loyal consumer base.
Some 85 per cent of respondents said they are using Web 2.0 to build one-to-one relationships with their customers, while more than 80 per cent said they employ Web 2.0 to generate leads and sales.
Furthermore, 82 per cent of respondents said they allocate a quarter or less of their marketing budget to Web 2.0, while 70 per cent of interactive marketing experts allocate a similar proportion to Web 2.0.
Eugenia Steingold, the DMA's senior research manager and author of the report, said: "Web 2.0 enables marketers to create real-time dialogue with each individual customer.
"It invites both marketers and their customers to work together to create the content that would increase brand awareness, improve brand perception, and generate both sales and leads."
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Posted on 02/09/2008
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