In Part 1, we saw that it is necessary to move beyond short-term value propositions to build brand loyalty; specifically, a contextual marketing strategy that uses industry and market drivers and ...

Small businesses that harness the power of these trends will be better positioned to navigate the challenges and ...

Retaining customers is about building loyalty. Digital marketing strategies must be personal enough to make clients feel seen, valued and heard. Without these critical elements, a company’s ...

One key approach that has gained prominence is ethical marketing. Ethical marketing is not merely about adhering to legal ...

When it comes to building an audience, these emerging marketing and tried-and-true strategies should be a part of your playbook.

Marketers often imagine an ideal customer experience—predictable, seamless, and linear.But in today’s interconnected world, ...

Marketing departments employ various ... quarterly earnings and reporting undermine how loyalty affects profitability. Two profitability strategies—shareholder primacy vs. customer capitalism ...

Interactive marketing is a dynamic strategy that actively engages consumers, transforming them from passive recipients into ...