Successful marketing relies on a combination of a “long-term strategy with a short-term plan of action for maximum impact”, an industry expert has advised.

According to Kursha Woodgate, managing director of Mexia Communications, issues such as brand building and customer relationship management may seem “nebulous”, but they are crucial to achieving customer loyalty.

She added that loyal customers create word of mouth referrals, which provide repeat business for firms and reduces the cost of a sale.

In order to build customer loyalty, firms were advised to cultivate a rapport with their clients, which ensures that any occasional glitches in service are forgiven.

“In today’s consumer age, an opinion, good or bad, is only a click away, so make sure that you provide customers with regular news and updates and provide an open channel for communication,” Ms Woodgate said.

Angee Walls, managing director of Catalina Marketing UK, recently advised marketers that effective management of marketing budgets and ensuring customer satisfaction is the best way to drive customer loyalty in a tough economic climate.

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Related Topics: General Marketing