Loyalty Isn’t Dead—But It’s Slipping Through Your Fingers

Here’s a hard truth: 37% of consumers switched brands or became less loyal in the past year ( Marigold Relationship Marketing Trends Report). Why? Because loyalty today isn’t what it used to be. Customers aren’t blindly sticking with brands—they expect personalisation, relevance, and, frankly, a little effort.

I see it too often—brands throwing discounts at the wall and hoping something sticks. Sure, 50% of customers say a discount might win them back, but loyalty built on price alone is about as sturdy as a house of cards. Real loyalty isn’t transactional. It’s built on understanding your customers, knowing what they value, and delivering that—time and time again.

And the gap is glaring. Nearly half of consumers say irrelevant offers drive them mad, yet 79% are ready to engage with personalised content. The opportunity is staring us in the face: stop the one-size-fits-all approach and focus on real connections.

The strange thing is that this isn’t rocket science. I could blame agency or company laziness for following these tropes. Use your data wisely. Ask your customers what matters to them, and make it worth their while. Whether it’s loyalty points, exclusive offers, or giving them VIP treatment, it’s about showing them you care beyond their wallet.

Because here’s the thing: loyalty isn’t gone. But if your brand isn’t adapting, it might be gone for you.

What you need to know this week..

Mobile CTRs Rise, But Commercial Queries Fall Behind

A new Q3 report by Advanced Web Ranking on Google search click-through rates (CTRs) highlights significant shifts in user behaviour and industry trends. Mobile CTRs for informational queries surged 1.63 percentage points, with branded searches also climbing by 1.07 points. Meanwhile, commercial content continues to lose ground, with mobile CTRs dropping 3.51 percentage points.

Key insights:

Mobile-first strategy: Mobile is increasingly critical, especially for industries like Personal Finance, where CTRs hit 34%.

?Industry gains: Science (+4.16 pp mobile) and Automotive (+2.95 pp desktop) saw notable CTR growth.

Declines: Arts & Entertainment CTRs fell across devices, with impressions also dipping.

With mobile users gravitating toward informational content, businesses should focus on educational and value-driven material while optimising mobile UX. Branded searches remain strong, reinforcing the importance of brand-building efforts to boost CTRs.

Martech Adoption Rises, but Utilisation Falls Short

The latest CMO Survey from Duke University reveals a growing reliance on marketing technologies, with 75% of marketers now leveraging martech tools. Yet, only 56% of these purchased tools are actively used, underscoring a significant gap in utilisation and ROI. This year, the surge in AI-driven marketing tools has been undeniable, but implementing all of them, both financially and operationally, remains impractical—so underutilisation is no surprise here.

Key insights:

• Expectations vs. Reality: Martech’s impact on business success scored 4.7/7, falling 34% below marketing executives’ expectations.
• Metrics Matter: Lead generation (76%) and sales (68%) dominate as performance metrics, while customer-focused measures like lifetime value (28%) lag behind.
• Generative AI Gains Traction: Though used in just 7% of marketing activities, AI has already boosted sales productivity (+5%) and cut marketing costs (-7%).

“While marketing budgets as a share of revenue have risen slightly, total budgets have decreased to 10% in 2024, down from 14% in 2022. Digital marketing growth is slowing, with expenditures projected to grow 8% next year.”

The untapped potential of martech lies in better integration and strategic use. Combining tools, investing in AI infrastructure, and focusing on customer-oriented metrics can unlock higher engagement, efficiency, and ROI.

?Reference - https://cmosurvey.org/

Google Cracks Down on "Parasite SEO" in Product Reviews

Google's new site reputation abuse policy has dealt a major blow to high-ranking affiliate review subdomains on trusted websites like Forbes, CNN, and Time. The update targets third-party content leveraging the domain authority of established sites to dominate search results for terms like "Best CBD Gummies" and "Best Pet Insurance."

Key insights:

• Targeted Content: Google's policy now considers such affiliate content as spam due to its "unfair, exploitative nature."
• Impact: Traffic to subdomains like Time Stamped and Forbes Advisor dropped by up to 97%, costing affected sites an estimated $7.5 million in lost traffic.
• Manual Enforcement: Google isn’t relying solely on algorithms but is issuing manual actions to ensure compliance.

This update reinforces Google's focus on user-first search results. Content creators must now prioritise genuine expertise and transparency, as exploiting domain authority is no longer viable. Brands and agencies relying on affiliate review strategies should rethink their approach to align with Google's updated spam policies. If your SEO team, whether in-house or external, is recommending a programmatic or parasitic SEO strategy, it’s time to critically evaluate their approach—such tactics could not only harm your rankings but also cause significant reputational damage to your website.

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Breaking Down the Walls: Swarovski’s Unified SEO & PPC Strategy Shines

A standout case study from Jellyfish and Swarovski highlights the transformative power of integrating SEO and PPC. Facing rising media costs and shifting consumer behaviour, the partnership’s One Search approach redefined search marketing for Swarovski, delivering impressive results across the board.

Key Insights:

• Unified Search Framework: Jellyfish merged PPC and SEO into a single cohesive strategy. By integrating tools, talent, and processes, they ensured seamless collaboration across paid and organic search efforts.
• Data-Driven Experiments: Testing scenarios, like pausing branded PPC during off-peak periods, allowed budgets to shift toward new customer acquisition while SEO maintained a strong presence. This mix boosted incremental transactions by 10% during peak gifting seasons.
• Peak Performance: Black Friday revenues grew by 30% YoY, thanks to collaborative planning and the use of dynamic spending models that prioritised high-ROI moments.
• Optimised Content Strategy: Combining paid and organic data revealed new search opportunities. Optimised category and editorial pages drove a 37% lift in non-brand clicks and a 79% rise in impressions.

The Bigger Picture

This case exemplifies how SEO and PPC, often siloed in separate teams, can create exponential growth when unified. With a 50% revenue boost from Performance Max campaigns and optimised strategies across gifting seasons, the One Search approach demonstrated the power of collaboration.

As I’ve often shared in 3 Minute Thrive, integrated search strategies are essential. By uniting paid and organic efforts, brands can make smarter use of their budgets, dominate SERPs, and keep pace with rapidly evolving consumer behaviours.

For years, I’ve worked closely with clients to break down these silos, aligning channels to deliver stronger, data-backed performance. The results consistently show more impactful campaigns, better ROI, and strategies that adapt to whatever is thrown at us. Rather than seeing this as a merging of tactics, see it as creating a cohesive story for users and making every click count.?

That’s all for now

If you have any news or tips related to digital marketing and technology, I’d love to hear from you.

As the digital landscape evolves, so will our content. Be sure to catch the next issue of 3 Minute Thrive coming your way soon, and don’t miss 3 Minute Thrive: Deep Dive every Friday, where we go further into the stories shaping our industry.

We’ll keep bringing you concise and impactful insights to help you navigate the ever-changing world of digital business. Stay informed, stay connected.