The pandemic has destroyed customer loyalty

A cup of coffee next to a card that reads 'thanks'.

More than a quarter (27.4%) of UK and US consumers now show no brand loyalty at all.

This is according to joint research from first-party customer data specialist, Edit, and digital transformation consultancy Kin + Carta, which revealed the impact of the pandemic on customer loyalty. 

The report, titled ‘The Loyalty Paradox’ shows that brand loyalty became a thing of the past in 2021.

2,000 respondents split equally between the UK & USA, were asked...

31 January 2022 | Branding

Majority of marketers more likely to use influencers in campaigns since pandemic

An influencer's photos on Instagram app.

Since the outbreak of COVID-19, seven out of 10 marketers (70%) are now more likely to use creators in brand campaigns, while a similar figure (69%) agree that influencer marketing budgets represent a larger proportion of their overall marketing budget.

This is according to research from global influencer marketing agency, TAKUMI. The firm recently published its annual industry trends analysis, ‘Influencer marketing in the pandemic era’, comparing the viewpoints of more than...

16 December 2021 | Influencer Marketing

Two-thirds of UK consumers return to brands that treat them as individuals

A crowd of shoppers in a street.

As many as 62% of UK consumers are more likely to buy again from brands which treat them like an individual, rather than the same as any other customer.

This demand for brands to engage with customers as an individual is mirrored across Europe – in Italy (70%), Spain (63%), France (59%) and Germany (55%). 

These are the findings of a study by digital asset management firm, OpenText, which revealed the extent to which the pandemic has changed customers’...

29 July 2021 | Customer Experience

HubSpot: Chatbot usage more than doubled during the pandemic

Hello Sign

Chatbot usage in the UK has more than doubled since 2020, with a third of all marketers now using them to engage with customers.

The findings come from marketing software provider HubSpot’s 2021 Not Another State of Marketing Report, which surveyed 1,500 marketers globally, and found that marketing and social media priorities are shifting to match developing technologies.

Part of a wider trend in the use of automation, the report reveals the acceleratory effect of the...

23 July 2021 | Advertising Technology

Doritos launches augmented reality summer campaign

Bag of doritos

Doritos has launched its ‘Make Your Play’ platform, a campaign aimed at encouraging music fans to return to events this summer as social distancing restrictions continue to ease.

The campaign will utilise augmented reality (AR) technology developed by Poplar Studio and 8th Wall on interactive posters throughout the UK.

Those who spot the posters can scan a QR code and access the AR experience, where a play button stylised in the form of the iconic Dorito chip will be...

7 July 2021 | Advertising

The CMO’s viewpoint: Marketing during a pandemic is not business as usual

Organisations are struggling to adjust to the new reality of the Covid-19 pandemic. Revenue is being impacted in retail, travel and hospitality industries among others. Companies are figuring out how to keep the business moving while employees are adjusting to working from home. And cyber criminals are having a field day feasting on all of the disruption and uncertainty.

So, what does that mean for marketers? Do we simply carry on with our 2020 game plan? I believe that would not...

8 April 2020 | Best Practice