Marketers are most likely to capture email leads by offering them top value for money, new research suggests.

According to the Brand Keys 2010 Customer Loyalty Engagement Index, consumers are becoming increasingly brand conscious and are looking to established brands that offer genuine value.

The index examined customers’ relationships with 518 brands in 71 different categories and found clients are likely to be turned off by heavily publicised brands or products endorsed by celebrities.

Robert Passikoff, founder and presidents of Brand Keys, said there has been a significant shift in the qualities that consumers now look for.

“Given the levels of commoditisation we’ve witnessed in the past decade, it’s no surprise that consumers are looking for brands to make a difference,” he said.

“The undeniable fact is that consumers looking for value have been forced to look beyond mere primacy of product, price and service.”

Mr Passikoff added that with decreased product differentiation, real brands now have an opportunity to serve up the value consumers expect.

Posted by Julie Knight, Managing Director – General Marketing, Industry News

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