Webinars
Winning Consumer-Driven Brand Loyalty in an Age of “Opt-Out”
Led by millennials and high income buyers, customers are seizing control of brand relationships, using online and mobile tools to opt-out of or alter their relationships with brands. Based on his new book, The Opt-Out Effect: Marketing Strategies That Empower Consumers and Win Customer-Driven Brand Loyalty, in this webinar Gerald Smith will explore new ways to manage brands effectively in a digital economy. He will discuss the risks for marketers who remain grounded in traditional paradigms and “push” strategies—and he will propose a paradoxical solution: Empower customers, help them control their relationships with the brands they choose, and enable them to do the things with brands that digital empowers them to do.