Long-term strategy is key to marketing success

A long-term strategy combined with a “short-term plan of action for maximum impact” is the key to successful marketing, an industry expert has advised.

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

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.

Ms Woodgate also urged marketers to keep a close eye on competitors to ensure that they are always one step ahead of the game.

“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.