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The latest social media craze for marketers: Going offline

Short attention spans and the closed ecosystems of social media giants dilute the relationship between brands and customers. “There’s a consensus among marketers that brand experience builds loyalty,” Chris Cavanaugh, CMO of brand experience agency Freeman told Adweek. And, recently, Starbucks shut down the company’s online store in favor of the offline experience. By merging online and offline experiences, brands stand out against the noise of a saturated digital landscape.

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