The Loyalty Evolution: Growing Investment and the Multichannel Promise

CrowdTwist and Brand Innovators surveyed 234 digital marketers at Fortune 500 brands over a one-month period from March 2016 to April 2016. The purpose of the survey was to study how leading brands are evolving the way they interact with consumers and how loyalty intertwines those e orts. Overall, the survey base represented a diverse set of industries, from retail and food and beverages to real estate and utilities, with the goal of soliciting responses from the widest range of marketing organizations across a diverse set of product types. The sample has signi cant representation among both tactical practitioners and senior executives (as grouped based on job title). Of those 234, 36 were senior (VP level or above), whereas the bulk (198) were tactical (director, manager, or other). Almost half of the total respondents have been at their companies for five or more years and have been in their discipline for 10 or more years.