The customer loyalty and engagement industry has seen significant evolutions in recent years.
Localisation has proven to be a key factor to succeed in the Chinese market. In this article, we look at Marriott Bonvoy's success story behind its creative, catchy and localised marketing campaigns.
How Marriott's regional CMO is adjusting campaign rollout plans to coincide with the reality of uneven post-pandemic revival.
THE AD CONTRARIAN: We spend 100% of our marketing energy and dollars on the largely ineffectual exercise of trying to control consumer behaviour, and 0% of our resources trying to cope with the realities of consumer behaviour.
In a time of intense flux, sweeping changes could affect everything from purpose to customer loyalty and cause an existential crisis for CMOs.
Far too often, loyalty is a tactic to drive relationships instead of being the foundation of the relationship itself."
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