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Marketing campaigns 'must be personalized and creative'

Marketing campaigns designed to improve retail customer loyalty need to be carefully planned and personalized, it has been suggested.

Adeline Ho, lecturer at Singapore Polytechnic (SP) Business School, explains that the most creative marketing campaigns usually have the most impact, as they are attention-grabbing, ZDNet reports.

However, the most effective at improving customer loyalty are campaigns that do not stray into controversial territory and contain an element of personalization.

Allan Tan, managing director of business-to-business marketing and PR agency Ying Communications, told the website that calculated risks are "a way to achieve a good balance between creativity, relevance and impact".

"Otherwise, being creative for the sake of generating shock value is too much of an unbounded risk," he added.

Bruce Temkin, author of the Temkin Group report Customer Experience Correlates to Loyalty, says that consumer retention has become a top priority for firms in recent years, as the economic crisis has reduced the number of new customers available.

Posted by Paul Newton

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