Everyone wants the love of their customers. Marketers collectively spend billions of dollars each year to attain it, while consumers are increasingly resistant to give it. Why? Too often, marketers are in a mad race to attract customers across every channel – online to offline, desktop to mobile, social media to experiential, pop-up stores, in-store freebies, and more. With little knowledge of who they’re actually reaching – and no explicit permission to do so....

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