With today’s scams, phishing, bogus product sites, misinformation and misleading product reviews, how can loyalty marketers develop a long-term, personalized relationship with consumers and still offer them the privacy and security they need (not to mention hold onto their own reputation in a world where it can be so easily besmirched by spam and scams)? And how can marketers offer any semblance of specialness when anyone can become a fan, friend or even foe?
Perhaps the future lies in the positive use of controlled communities, to....