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Modern digital marketing strategies have created blurred lines between advertising, public relations and sales. Businesses that focus primarily on strictly compartmentalized approaches, hard sales and rigid data-driven strategies lose traction. Consumers expect that companies earn a relationship with them before asking for a sale. As these relationships develop, the customer churn rate may increase on customers who don’t develop a connection with the brand.
However, customers who develop a stronger connection with a brand demonstrate behaviors of loyalty. This results in a lower churn rate, higher lifetime customer value, and increases brand awareness through acts of voluntary advocacy.