WHY DIGITALLY SAVVY COMPANIES FOCUS ON BEING 'IN' THEIR USERS' LIVES

These brands shift their marketing-strategy investments from pre-promotion and sales to after-purchase brand loyalty. This builds brand-value advocacy in their consumers' lives, rather than accomplishing the short-lived benefit of a one-off sale. All have started thinking of new ways to provide value and build ongoing relationships with their customers, treating them more as members or users than one-time purchasers. Digitally savvy startup brands, in fact, obsess over experience, not revenue.