Comments on: Is there a Loyalty Marketing Generation Gap?

By: Phil Rubin

Phil Rubin — Mon, 27 Apr 2009 21:49:00 +0000

Bill -
Sadly you are absolutely right in your characterization of loyalty marketers(the banking and card industries especially).

While you were at CardForum I was at the Freddie Awards where the same lack of innovation was apparent. The travel industry, whose frequent flyer programs really pioneered the “modern” loyalty marketing movement, really have made little progress in over 20 years.

Hmmm, a generation is about 20 years or so, right?!?

Let’s keep this discussion going – we’re just the ones to drive this innovation.

Thanks!
Phil
@phil_rubin

By: Barry Kirk

Barry Kirk — Mon, 27 Apr 2009 21:45:21 +0000

Great stuff, Bill. I’m admittedly an evangelist for social media, but may I suggest an alternate analogy to your idea of building a bridge across the river to Gen Y: Gen Y is busy building boats and sailing off down the river — whatever their choice of flotation device, you can call it “social media.” Forget building the bridge — they aren’t going to wait for it, nor do they want it. What we need to do is figure out what kind of boat we’re going to use and join them in the water. We won’t control the river, but we can be part of the journey.

Lisa, I appreciate your perspective. Most of my adult friends and marketing peers definitely view social media as a choice, and sometimes see establishing an online presence as interesting, but unnecessary. It seems clear that younger consumers don’t have the same hesitation — to them having a social media presence is as natural as having a phone number — its part of being a social person and a consumer.

By: lisa stephens

lisa stephens — Mon, 27 Apr 2009 16:46:00 +0000

Aahh, yes, you ARE the sly one, aren’t you? Well, I agree, absolutely. There is a gap. I’m not sure the uncomfortable nature of the response from the banking community had to do with a generational difference, however. I believe that discomfort would be attributable both to a literacy issue, in the form of inability to relate to the need for an online persona, and, the fact that there would likely be no value to the industry for that prescribed presence. The industry is one built upon a theory of maximum benefit to minimum energy output, correct? It’s a best ratio scenario, and they already know their audience, especially in this economy. My take, is that if they are on Twitter and Facebook, it’s strictly a personal decision to stay in some sort of contact with a community of interest. MySpace has more of a creative audience & appeals to a more artistic community. These are not necessarily generational differences. The Kindle ‘response’ was an interesting one. I’m glad to see that at least 10% view it as positive, I suppose.

The need to establish on online presence is a personal decision, based upon a critical review of your lifestyle, your work habits, friendships… what triggers an interest in your own life? I believe if you are to effectively be on social media sites, in order to elevate standards in the form of a business philosophy & to account for and communicate best practices in your industry or professional life, you need to deliver accurate & interesting information, & to be accountable for everything you deliver.

By: Andrew Kinnear

Andrew Kinnear — Sun, 26 Apr 2009 02:26:56 +0000

Bill- Great post. The Air Miles Community has been getting some great uptake. The avid Collectors are now able to help the moderate Collectors with program tricks/promotions/mechanics which ultimately helps everyone (business and Collector).

Still very early in the life of the Community, but I expect we’ll see some great results back to the business in the coming months.

Cheers,

Andrew
@andrewkinnear @airmiles