Trend 5 - Customised research - Top 5 B2B Loyalty Marketing Trends for 2022
Our Top 5 B2B Loyalty Marketing Trends for 2022
By Ko de Ruyter, Debbie Keeling and David Cox
Trend No.5 - Prioritise quality content through customised research
Online resources, market updates, product and sales education, blogs, and other types of content have become signature features for B2B programs. We predict that in 2022, the use of authentic and customised research will take centre stage in the value proposition of loyalty programs.
Members increasingly look to programs for content that helps them navigate their business challenges and opportunities, at a market and business level but certainly also from a personal career development point of view (for example, through certification schemes). Providing members with customised insights, based on research that is rooted in the specific context of their business will continue to increase the attractiveness of programs, both to current and prospective members.
Your loyalty program offers unique research opportunities to tap into member preferences, attitudes, experiences and behaviour.
Offer a dedicated insights-centre, with members-only access with information on sectoral and industry developments that are key to business decisions.
Engage in charting your members’ clients’ preferences to assist not only in new product and service development but also in the design of motivational strategies that will accelerate adoption strategies.
Uncovering results is one thing. Remember that an effective content strategy is another. Effective use and combination of pieces of information will allow you to maximise reach among member segments.
Partition research results into digestible bits that make sense and track micro-conversions and conversations among members.
Apply online polling instruments in the design of research and combine numbers with member narratives and personal profiles.
Use member preference models to co-design program innovations and reward structures to maximize reward redemption.
Apply the latest methods and techniques to elicit insights from unstructured data, such as text and visuals in social channels.
We predict that 2022 will definitely be the year in which programs that listen and learn will lead.
