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

Martin Hayward

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 scenarios.

The arrival of ever more data about the behaviours, attitudes and aspirations of consumers', together with a rapidly expanding array of communication channels to talk with them, should provide the opportunity to understand and reach out to consumers with a relevance that could previously only be dreamt of.