What does customer engagement have to do with branding?

“The ‘Holy Grail’ of Customer Engagement” was an AZIMA event with the following description:

“In the Age of the Individual, all marketing is becoming “direct” marketing and “serving” has become the new “selling.” To acquire and retain customers in today’s highly competitive marketplace, the ability to deliver relevant information and timely offers personalized to the customer’s needs, interests and behavior has become the difference between being a customer retention contender or pretender.

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Source: feeds.networkingphoenix.com

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