What many brands don’t realize is that email can be the connective tissue between all marketing and customer experience initiatives. Those who avoid its regular use, however, do so at their own peril.

The way marketers are using technology to deliver content with context is rapidly changing to improve user experience. Integrating dynamic content and contextual technology allows businesses to deliver a personalized, real-time experience to consumers.

In sociology, the Matthew effect, also known as accumulated advantage, is the phenomenon where “the rich get richer and the poor get poorer.” This concept translates to marketing in that companies who develop a competitive edge and become popular early on are more likely to become more popular, succeed over time and sustain their success.

Building a cumulative advantage is a process that requires precision and perseverance. In Part I, we discussed the importance of becoming popular early and some methods that have proven effective, and we also addressed consumers as creatures of habit, stressing the significance designing your brand experience for habit. The evolution of technology is responsible for creating new consumer habits – for our purposes, digital habits. In this segment, we’ll address these habits, discuss the dilemma of changing your brand, and conclude with how to effectively communicate with your following.