A fork in the road: How brand loyalty could either be enhanced or diminished in the digital transition

This article explores a variety of future scenarios and their likely effects on brand loyalty. The ongoing digitisation of everyday life is providing marketing with opportunities to exploit the many new ways that are emerging to interact with customers in a timely and intimate way.

A fork in the road: How brand loyalty could either be enhanced or diminished in the digital transition

Martin HaywardAimia

The ongoing digitisation of everyday life is providing marketing with opportunities to exploit the many new ways that are emerging to interact with customers in a timely and intimate way. However, as with every previous revolution in customer data and channels, there is a dilemma: will these new possibilities provide long-term benefit for brands and customer relationships or, as normally seems to happen, will they be used for – ultimately destructive – short-term promotional activity? Martin Hayward outlines the...

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