Building Customer Loyalty: Five Lessons Mobile Marketers Can Take from Taylor Swift

Building Customer Loyalty: Five Lessons Mobile Marketers Can Take from Taylor Swift

Singer Taylor Swift has developed a fanbase whose loyalty is unprecedented. According to People Magazine, Taylor Swift’s army of followers – aka “Swifties” – have a storied past of coming to the performer’s defense whenever she has faced criticism.

Here’s a look at three instances of T-Swift fan love:

First, producer Diplo caught some flack for tweeting about the singer’s behind that were construed as body-shaming. Her fans took to social media to slam him.

Second, Abercrombie & Fitch was forced to remove a t-shirt mocking her love life.
Fans created a petition, leading to the store to say on Twitter “We

Third, there was backlash after Golden Globes hosts Tina Fey and Amy Poehler made a joke about Swift’s dating track record, advising the singer to stay away from Michael J. Fox’s son because “she needs some ‘me time’ to learn about herself.”

While legions of teens may not be the audience you’re after, marketers can take examples from Taylor in terms of building brand loyalty.

  • Build ValueSwift’s fans didn’t come on their own. She had to start by providing a great experience for them. Same goes with mobile. Put the work into building a something worthwhile and then ask for ratings or permission to send push notifications. Never ask for permission to send them right off the bat. Earn trust and loyalty first.
  • Be personalJust like the fan in the front row thinking Taylor Swift is singing to her and only her, your fans also need to feel special. Your customers have doing business with you in common, but perhaps little else. An example is two REI customers – one may be an outdoor enthusiast who could write a book about outdoor adventures; another may be new to the fresh air. Through mobile marketing automation, you can deliver tailored experiences based upon what someone has done in the past and where he or she is at the moment in your app.
  • Follow the consumer’s journeySwift reaches her fans across every medium possible and you should do the same. A mobile user likely spends time daily on a desktop or laptop and even a tablet. To gain loyalty points, prudent marketers use mobile marketing automation to understand individuals, then delivers custom experiences that speak to the mobile app user on a 1:1 basis.
  • Ensure that your app provides a positive user experienceFour in 10 Americans abandon a mobile shopping site that won’t load in three seconds or less (Fast Company). In fact, Amazon determined that a page load slowdown of only one second could cost it $1.6 billion in sales each year. Don’t be that kind of business that frustrates the consumer. Instead, bring experiences that delight.
  • Reward your fans!Last Christmas, Swift sent gifts to her biggest Tumblr fans. The splash she made was enormous. But, loyalty programs were not invented by rockstars. Boston Retail Partners’ report, ‘Loyalty Programs – Rewarding the Customer Experience‘, says that 62 percent of retailers increased their 2015 budgets to improve loyalty programs. Among 46 percent of the retailers studied, loyalty programs were a top priority. Identify your top fans and provide incentives for them to stick around.

As told in the new book The Art of Mobile Persuasion, Google’s Jason Spero refers to consumer actions on mobile devices as signals, rich with information that tells marketers a great deal if they are on the lookout for them. He told author Jeff Hasen that he has more marketers that he is convincing to be curious about those signals than marketers who are overusing those signals to the point of abuse (like invading privacy).”

“We have all the signals we need to deliver a great user experience. But we’ve got a heck of a lot of work to do to get there.”

The aim is to make customers as happy as a fan in the front row of a Taylor Swift concert. Taking some queues from Swift can help get you on your way to builing long-term loyal customers.