1. The End of Mass Marketing
The era of marketing that “broadcasts the same message to everyone” to increase reach is coming to an end. The reasons are:
- Consumers choose only what interests them – they no longer consume all media but select what they like.
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Ads are easily ignored – people scroll past or skip them.
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High cost but low ROI – casting a wide net wastes budget on uninterested audiences.
The result? “Mass campaigns reaching millions” that do not make customers choose your brand more often.
2. The Era of Brand Incremental Value
Brands should no longer focus solely on reach or total sales, but on increasing incremental value.
Brand Incremental Value = How to get customers to choose your brand instead of competitors.
This applies to:
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New customers who have just made a purchase decision.
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Returning customers who are encouraged to come back and buy more frequently.
The starting point is identifying target customers.
Brands that focus on incremental value will:
- Identify target segments that match the brand, reflecting the brand’s value in communication to these customers.
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Precision marketing → focus on high-potential audiences.
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Communicate relevant messages → win customers at the decision-making moment.
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Use budget for measurable uplift → track how much more customers choose your brand.
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3. Loyalty Program = The Best Tool for Creating Incremental Value
A loyalty program is not just about earning points.
It acts as a data engine that helps brands:
- Know who their customers are → identify them and connect offline + online data.
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Give reasons for customers to choose your brand → personalized, attractive offers.
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Measure results clearly → see how rewards increase the proportion of customers choosing your brand.
Examples:
- Don’t discount for everyone → offer only to at-risk customers.
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Don’t spend on huge mass campaigns → run micro-campaigns personalized for each customer segment.
4. Takeaways for Brands
- Stop measuring vanity metrics (reach, likes, views) → measure incremental choice instead.
- Invest in Loyalty & CRM → connect data and enable personalization.
- Allocate budget to segments that deliver the highest impact.
| “How do we make customers choose our brand over the one next to it?” |