At content marketing's core, it seeks to build expertise and trust by informing and assisting people within one's target audience.
My company, Access Development, sought to build something of value to our target audience—professionals in customer engagement and retention. It's an area with a lot of voices and conflicting opinions. What works for one company may flop for another.
We decided that one of the best ways we could assist this crowded industry is to become a hub of engagement and loyalty data from across the US.
So, for the last three years, we've tracked and recorded every publicly available piece of data we could find regarding customer engagement and loyalty. All of it can be found in what we call the Ultimate Collection of Loyalty Statistics.
There are well over 500 data points on the page, much of it conflicting. It's all third-party research, which can be sloppy and biased. Our job is to present the information, not necessarily to make judgments on what is and isn't useful.
But after poring over hundreds of white papers, press releases, ebooks, infographics, and even scholarly journals, we noticed some overarching themes in customer engagement and loyalty.
There isn't much hard science that applies to loyalty, but here are three big themes almost all the data seems to agree on.
1. Brand loyalty is on the decline