This is an informative article from marketingprofs.com
By James George
No question about it, brand loyalty is down since the recession. To fight that trend, marketers have been taking the traditional route of using short-term tactics. They’ve lowered prices, instituted or expanded rewards programs, and spent more on advertising. However, those are expensive, and when everyone is using the same tactics, their effectiveness is minimized.
Something different is needed: a contextual marketing strategy to build brand loyalty.
A contextual marketing strategy harnesses industry and market drivers, as well as external forces of influence (“influencers”). The drivers determine market direction and what it takes to stay competitive; influencers shape the voice of the market.
Read more here.