Users Not Customers

What's the best way to build loyalty online and boost your company's bottom line? According to Aaron Shapiro, whose digital marketing firm, HUGE, helps businesses manage their brands, it's to rethink your relationship with the buying public. Shapiro advises companies to give users a reason to engage with their brands before converting them to customers, citing Hulu, Zipcar, and Groupon as favorable examples. A sharp, insightful, strategic guide to doing business in a digital world.

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