Here’s a truth we’re all feeling: consumers are a little less predictable – and a lot more price-sensitive than they were even a year ago.
Thanks to ongoing tariff impacts, rising production costs, and supply chain headaches, brands (and their budgets) are being squeezed. But it’s not just businesses that are feeling the pinch. Consumers are also reevaluating their brand loyalties, shifting their preferences toward companies that offer better value, more flexibility and proactive communication.
According to a US Tariffs: Consumer Impact Survey, 43% of consumers say they’re willing to opt into email marketing updates in exchange for better pricing or early access to deals. Translation: People are still loyal, but only if you give them a reason to be.
So how do you keep your audience engaged and loyal when costs are up, expectations are higher, and your marketing budget is tighter than ever? It’s all about staying agile, showing up smart, and using the right platforms to meet your customers where they are and keep them coming back.
Loyalty is shifting but so is opportunity.
Tariffs aren’t just changing how much you pay to get goods made and shipped. They’re also changing how your customers behave.
Shoppers are looking for brands that understand their situation and offer real value – not just discounts, but convenience, early access, personalization and transparency.
That’s where digital engagement comes in.
When someone signs up to get emails from your brand, they’re handing you a golden opportunity. They’re raising their hand and saying keep me in the loop. Smart marketers are using this opt-in moment to build loyalty not just through promotion, but through value-first communication.
Think sneak peeks, personalized offers, and localized campaigns that actually resonate. Helpful content, surprise perks and early access to savings all can make a real difference.
Agility = relevance (and results).
In a volatile market, agility isn’t a luxury it’s a must have. And that applies to your marketing strategy just as much as your operations.
With OneTouchPoint’s digital marketing services and our OTP One platform, brands can launch targeted campaigns fast, localize content and pivot quickly when thing shift (let’s face it, they always do).
Let’s say tariffs force a price increase in one region but not another. With OTP One Engage, you can segment your messaging and tailor outreach based on region, buyer demographics or promotional strategy. That means you’re not blasting the same message to everyone. Ensuring you’re delivering the right message to the right audience at the right time.
Digital + local = your loyalty power combo.
We talk a lot about national brands needing to think like local businesses and that’s because customers don’t just want great deals. They want relevance. They want to know you’re speaking to them, not just hitting send on another mass campaign.
With OTP One Engage, your local reps, dealers and field marketers can customize messaging while staying fully on-brand. That means your digital campaigns feel personal – without turning into a brand compliance nightmare.
And it’s not just digital. You can pair localized email with targeted direct mail and other print collateral all managed from one place. That’s what we call connected engagement and it’s the kind of experience that earns loyalty even in uncertain times.
Staying on budget without cutting corners.
We understand tariffs are putting pressure on your margins, but slashing marketing efforts isn’t the answer. It’s about doing more with what you have and prioritizing strategies that drive value and loyalty at the same time.
With OTP One, we help you stretch every dollar further by streamlining workflows, saving time with vendor consolidation and giving you visibility into exactly what’s working (and what’s not). That way your budget goes into smart, targeted campaigns – not wasted effort or disconnected tools.
Loyalty isn’t dead – it’s just smarter.
Consumers aren’t walking away from brands – they’re just making more intentional choices. They’re loyal to the companies that make their lives easier, their budgets go further and their inboxes more helpful.
At OneTouchPoint we’re here to help you be that brand. Whether you are building national campaigns or a hyper-local rollout, our digital marketing services and platform give you the tools you need to stay connected and relevant.