CMO survey reveals retention prioritized ahead of acquisition

Fetch, America’s Rewards App, partnered with Wakefield Research to survey 500 Chief Marketing Officers (CMOs) and found that CMOs have a renewed focus on consumer loyalty and nurturing existing relationships. Nine in 10 CMOs say the importance of forging long-term consumer relationships has increased over the past five years, while 60% say building a loyal base of consumers is more important than bringing in new ones. Yet, even with a greater emphasis on loyalty, 22% noted that their brands are investing less than is necessary to forge relationships that stand the test of time.