Study: Consumers prefer SMS for loyalty messaging, but few marketers use it – Marketing Dive

Study: Consumers prefer SMS for loyalty messaging, but few marketers use it – Marketing Dive

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Before the advent of digital marketing, loyalty programs were seen as one of the best ways to track customer purchases and gain basic customer data such as names, addresses and phone numbers that could be tapped for additional marketing. Since digital marketing has largely taken over those roles, loyalty programs are evolving into new role in a world where marketing has become more about customer conversations and personalisation rather one-way messaging.

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