Identifying the True Revolution in Loyalty Programmes Thinking: B2B Channel Marketing Adoption and Digital Opportunities

Ammarah Marjan; Charles Graham; Rana Tajvidi

Identifying the True Revolution in Loyalty Programmes Thinking: B2B Channel Marketing Adoption and Digital Opportunities

Ammarah Marjan, Charles Graham, Rana Tajvidi

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Abstract

This study identifies a paradigm shift in loyalty programme thinking and the additional benefits they may provide due to technological advancements, particularly in B2B marketing. Pull strategies like this are typical in consumer markets, but in supply chains, push tactics are usually deployed to promote brands and manage channel relationships. Data transparency and channel power from digital channel loyalty programmes have made them viable for manufacturers. We aim to identify these opportunities in detail.

Original language	English
Publication status	Published - 4 Jul 2023
Event	Academy of Marketing Conference 2023 - Duration: 7 Apr 2023 → …

Conference

Conference	Academy of Marketing Conference 2023
Period	7/04/23 → …

Keywords

B2B
Digital loyalty programmes
Channel marketing

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AM Conference Paper 2023

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abstract = "This study identifies a paradigm shift in loyalty programme thinking and the additional benefits they may provide due to technological advancements, particularly in B2B marketing. Pull strategies like this are typical in consumer markets, but in supply chains, push tactics are usually deployed to promote brands and manage channel relationships. Data transparency and channel power from digital channel loyalty programmes have made them viable for manufacturers. We aim to identify these opportunities in detail.",

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AU - Graham, Charles

AU - Tajvidi, Rana

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N2 - This study identifies a paradigm shift in loyalty programme thinking and the additional benefits they may provide due to technological advancements, particularly in B2B marketing. Pull strategies like this are typical in consumer markets, but in supply chains, push tactics are usually deployed to promote brands and manage channel relationships. Data transparency and channel power from digital channel loyalty programmes have made them viable for manufacturers. We aim to identify these opportunities in detail.

AB - This study identifies a paradigm shift in loyalty programme thinking and the additional benefits they may provide due to technological advancements, particularly in B2B marketing. Pull strategies like this are typical in consumer markets, but in supply chains, push tactics are usually deployed to promote brands and manage channel relationships. Data transparency and channel power from digital channel loyalty programmes have made them viable for manufacturers. We aim to identify these opportunities in detail.

KW - B2B

KW - Digital loyalty programmes

KW - Channel marketing

M3 - Paper

T2 - Academy of Marketing Conference 2023

Y2 - 7 April 2023

ER -

Identifying the True Revolution in Loyalty Programmes Thinking: B2B Channel Marketing Adoption and Digital Opportunities

Abstract

Conference

Keywords

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