Cincinnati, OH -- (SBWire) -- 12/24/2010 -- In its most recent issue, COLLOQUY magazine, the voice of loyalty marketing since 1990, explores three loyalty trends – what COLLOQUY calls “The Next New Normal,” “The New I-Network” and “The New Marketing Reality” - that will shape the future of marketing two decades down the road.
In “2030 – A Loyalty Odyssey,” COLLOQUY predicts that multi-generational households, a stronger focus on localism and increasingly time-starved customers will be The Next New Normal by the year 2030. Marketers will not only engage with consumers at a local level, they’ll market to multiple generations living at the same location, as well.
In The New I-Network, consumers will take hold of their ability to connect with their community and form their own networks, making it increasingly difficult for brands to get accepted into those networks. Forget “opt in” and think “friending.”
The New Marketing Reality will be the growth of consumer power – which will expand and multiply to the power of 10. Marketers must prepare for a time when a critical mass of consumers may set the terms of engagement with brands.
“We are shifting to an era when consumers are no longer going to be as free with their time,” says COLLOQUY Managing Partner Kelly Hlavinka. “Marketers should prepare to hear consumers say ‘This is my time and attention and this is what it’s going to take for you to break through.’”
Five factors that COLLOQUY says will strongly influence future loyalty trends around the world:
1. An aging population
2. A burgeoning middle class
3. Increasing extremes of wealth
4. More boom-and-bust cycles
5. Technology advances towards the seamless, instant and personal.
COLLOQUY magazine, published by LoyaltyOne, explores critical best practices, innovations, trends, opinion and strategies in relationship, dialogue and database marketing. Coverage in the latest edition also includes:
Cover Story: The COLLOQUY Loyalty Awards
The first-ever COLLOQUY Loyalty Awards pay homage to savvy marketing, intelligent and informed loyalty initiatives, and bold forays into customer-centric Enterprise Loyalty. Celebrate those companies that illuminate the pathways to transformational loyalty practices.
Social Media Report: Social Studies
Long gone are the days when sharing vacation pictures involved setting up a slide projector and a screen in a dark room for a handful of friends. New channels like Facebook, YouTube and Twitter have facilitated new approaches in the communication aspects of business. Find out how IHG employs listening, engagement and response to fuel its successful social marketing strategy.
Strategy Report: Game On!
Play a virtual game, take a poll, engage in some trivia and get points. Fun, right? It’s fun for USA Network and Bravo too, companies that are deeply involved in the “gamification” trend. Gamification allows companies to engage their best customers in compelling non-purchase behaviors that can lead to bottom-line benefits such as retention and transactional list.
Travel Report: True Colors
It’s one thing to launch a loyalty program. To make over an existing program, however, into one that truly reflects how customers want to be rewarded as well as how a company wants to relate to its customers, is another. Learn how JetBlue Airways repainted its frequent-flyer program in TrueBlue colors.
Trends Report: 2030 – A Loyalty Odyssey
After looking at the past and present in celebration of its 20th anniversary, COLLOQUY now looks to the next 20 years—at the long-range trends and forces that will shape tomorrow’s business environment and revolutionize what we will view as “customer loyalty.”
About COLLOQUY
COLLOQUY® comprises a collection of publishing, education and research resources devoted to the global loyalty-marketing industry. Owned by LoyaltyOne, COLLOQUY has served the loyalty-marketing industry since 1990 with over 40,000 global subscribers to its magazine and www.colloquy.com the most comprehensive loyalty web site in the world. COLLOQUY’s research division develops research studies and white papers including industry-specific reports, sizing studies and insights into the drivers of consumer behavior. COLLOQUY also provides educational services through workshops, webinars and speeches at events throughout the world and is a loyalty-marketing partner of both the Direct Marketing Association and the Canadian Marketing Association and a content provider to the American Marketing Association. COLLOQUY also operates the COLLOQUY Network, a global consortium of practitioners certified in COLLOQUY’s proprietary methodology. COLLOQUY magazine subscriptions are available at no cost to qualified persons at www.colloquy.com or by calling 513.248.9184.
COLLOQUY Heralds Three Loyalty Trends to Take Hold by 2030 – Tells Marketers What They Can Do to Prepare
Citi, RecycleBank and Hyatt as 2010 COLLOQUY Loyalty Awards Winners – Learn What Set Them Apart