Targeting Engagement, Establishing Trust, and Building Loyalty

Issue 9, July 1, 2021

The cynic in us recognizes that we are living in the era of “it’s only about me.” The pragmatist in us also recognizes that as a brand and an organization, if you don’t cater to this mentality, you are likely to become irrelevant. The tools available to us to personalize our communications, offerings and services to our various stakeholders makes it impossible to conduct business as usual with legacy tactics. Simply said, to make yourself relevant, you have to be relevant. One-size-fits-all is passé, and with data at your fingertips, you can make yourself matter to each individual. Think about it: Psychologically, people respond more positively if they engage with your brand and organization in a one-on-one relevant way. The ultimate goal is high-level engagement, establishing trust and building loyalty.

The New Moniker of B2I (Business to Individual)

As the subscription economy grows, more and more organizations are representing themselves as Business to Individual…