Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

Introduction

We are in a transitional period between a traditional economy and a digital economy; we are neither fully traditional, nor fully digital. Digital innovation surrounds us, excites us, threatens us, inspires us, and paralyzes us. Which of those verbs you feel comfortable with depends a lot on the world you have grown up in. Millennials are excited and inspired; many Gen Xers are less so.

What is remarkable about this transition is the nature of digital innovation itself and the people who embrace it. Forty years ago the people who embraced digital innovation were engineers and programmers, those who received university degrees that enabled them to swim in the deep waters of mainframe, minicomputers, and serious microcomputers. To them ...