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I make a point to read about marketing topics on almost a daily basis, along with attending many webinars. And if there is one pet peeve I have with the marketing community is their failure to understand the distinctions between the terms marketing strategy, plan and tactics. Too often these terms are used interchangeably, which only serves to confuse those in the profession and others trying to better understand our space.

Loyalty programs have a fairly simple goal – to reward loyal customers for their continued patronage by incenting them to choose your business for current and future purchases. In doing so, businesses need to design loyalty programs that reward the right behaviour that will benefit the company’s bottom line while also providing fair value to its customers.

The evolution of technology in marketing has been truly momentous over the last five years alone. Marketers are relying more and more on tech to solve the ‘big data equation’ in order to make informed and intelligent marketing decisions. The growth in big data – and in tech offerings to manage all this data – will only grow in the coming years as businesses strive to use it as a differentiator.