There is no longer a straight path to customer engagement success, and marketing has moved well past a model that simply works by designing a message to influence consumer behavior. The customers are now in control. They resist being “targeted,” and, armed with a near infinite number of choices and an array customer engagement channels, most can switch companies with the swipe of a screen or the click of a mouse.
To build customer engagement and win brand loyalty, marketers now need to transcend traditional strategies. It....