RRD Communications Blog 

A spotlight on multichannel marketing
& business communications 

by Taylor Boerboom Taylor Boerboom No Comments

5 Keys to Drive Customer Loyalty

There are countless brands to choose from and just as many reasons to choose (or not choose) one over another. What drives a consumer to purchase an object or service from one company over the next? Although many factors affect the outcome of a purchase, taking these five actions will help you positively impact your customer’s buying process.

1. Personalize your message

People love to see and hear their own name — which explains why there are so many name key chains at souvenir shops and brands like Coca-Cola have personalized their products down to the can. Consumers like to feel as if something was made just for them.

These days, personalization isn’t limited to the object itself. Now, the experience of purchasing must be personalized. Every action, every coupon, every touchpoint should be tailored to each individual customer.

Consumers aren’t afraid to speak out about what they expect, either. In a recent study by customer data platform Segment, 44% of consumers noted that a personalized shopping experience will lead to another future shopping trip.

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by RRD RRD No Comments

Accessible Design: Bringing Your Electronic Message to More Customers

Accessible design — or approaching your design to consider people with disabilities — shouldn’t be limiting. In fact, think of it as elegant design that makes it easier for all of your customers, including those who deal with disabilities. Designing for accessibility is easier on the eyes and elevates the customer experience.

If you don’t reach your company’s customers with disabilities, you’re ignoring a significant minority — 15% of the world’s population, making them the world’s largest minority, according to the World Health Organization.

Vision, mobility, and hearing are major categories to keep in mind when creating accessible design. Your customers need big print, screen reader software, more screen time before timeouts and captions on video to better digest your messaging.

Cognitive impairment is a growing sector within this demographic. Mild cognitive impairment is common for those 65 and older, according to the National Institutes of Health. In the United States, that population is expected to more than double from 46 million in 2016 to top 98 million by 2060, according to the Census Bureau. Others affected include those with ADHD, post-traumatic stress disorder, and traumatic brain injuries. These groups have trouble concentrating, remembering, learning new things, and/or making everyday decisions and may give up if your dazzlingly designed electronic communications are difficult to navigate.

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by Karen Queen Karen Queen No Comments

How Augmented Reality in Packaging Helps Your Message Leap Off the Shelf

Vital Farms’ pasture-raised chickens run off the egg carton and roam freely outside. The Lego Digital Box shows what users can build using the blocks inside each package. With a wave to the first rule of creative writing: “Show, don’t tell,’” early adopters of augmented reality in product packaging are taking their message beyond the written word and into demonstration mode.

Augmented reality (AR) has been around since at least the 1990s, but trended hard and fast in 2016 with Pokémon Go — and its more than $1 billion in revenue — and is now beginning to impact modern product packaging. Early adopters to augmented reality are using the technology to make their product stand out from the rest, by offering additional content or emphasizing their brand’s unique qualities.

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by Pete Mihalek Pete Mihalek No Comments

Our Complete List of Digital Marketing Conferences for the Rest of 2018 (U.S.)

Your digital marketing efforts are picking up steam. Sustain that momentum well into Q4 with education that empowers, inspiration that’s contagious, and networking that’s advantageous. To do so, you need to find the right marketing conference.

Below is a lengthy list of digital marketing conferences across the U.S. for the rest of 2018. Now all you have to do is 1) find some time on your calendar, 2) pick a location that makes sense, and 3) make some room in the budget.

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by Nicole Williams Nicole Williams No Comments

How Marketers Can Strengthen Healthcare Member Engagement — and Prevent Attrition

If you’re looking to strengthen healthcare member engagement and prevent attrition in the rapidly changing healthcare marketplace, then you’re going to have to spend a lot more time getting to know your members than you used to.

Today’s members are increasingly informed consumers and smart buyers. The most successful health plans today are responding to this shift by taking the time to focus on what members want and on who they are as people. These plans ask the following about their customers:

  • What is their life like?
  • Where do they live and shop?
  • What are their passions?
  • What drives them?

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