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In a world full of ads and desensitized consumers, traditional digital-marketing techniques are being replaced by opt-in rewards programs.
The Full-Page Spread: US ad spending continues to climb (breaking $300 billion in 2024), which makes the marketing landscape noisier than ever and customers harder to retain. With customers hostile to ads and third-party data no longer viable, rewards programs have swooped in to get better data from voluntary consumers.
Between the Clicks: Rewards programs can generate data and improve a brand’s reputation.
- Traditional loyalty programs have branched out to include four variants: single-brand rewards programs, promotional rewards apps, retail-agnostic rewards platforms, and rewarded advertising.
- These new programs excel at both retaining consumers and acquiring new ones.
- While most people dislike interruptive ads, they enjoy being invited to new programs and willingly share their purchase information in exchange for rewards.
Closing the Tab: Many people now consider ads more intrusive than before and actively avoid them. One-third of internet users employ ad blockers. So, advertisers are in desperate need of alternative ways to reach customers and gather information, and it appears that one way may be to entice customers with something more tangible than a flashy banner ad.
Prediction: We may be heading toward a future where influencer-backed loyalty programs become the norm, as marketing and content strategy fully converge.
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