As third-party cookies crumble and privacy law tightens its grip, marketers are discovering that the most valuable currency in advertising today is not attention, but trust

Anuja Jain Jul 10, 2026 9:03 AM

At the Pitch CMO Summit 2026, brand leaders explored how India's cultural diversity is reshaping marketing strategy and why the old book of rules no longer holds

e4m Staff Jun 10, 2026 3:08 PM

Guest Column: Ganapathy Viswanathan writes consumers want to feel connected to brands in a more personal way and why reward points alone are no longer enough to create long-term loyalty

Ganapathy Viswanathan Jun 9, 2026 9:17 AM

With insurance, mattresses, appliances and finance brands embracing creator-led, entertainment-first marketing, experts say brand personality now drives visibility, engagement and cultural relevance

Sunidhi Vijay Jun 8, 2026 8:32 AM

Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores the psychology behind dupes culture and what it reveals about changing brand loyalty

Shantomoy Ray Feb 28, 2026 8:15 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, examines how dupe culture is dismantling traditional brand loyalty by empowering consumers with information and choice

Shantomoy Ray Dec 22, 2025 9:38 AM

At the e4m Screenage Mobile Marketing Conference 2025, Prashant Peres, MD, Kellanova South Asia, unpacked the shifting dynamics of consumer behaviour and emotional brand relationship

e4m Staff Dec 3, 2025 12:00 PM

From personalised rewards and tiered benefits to early access and premium experiences, marketers are reimagining loyalty as a long-term relationship rather than a points-based exchange

Sunidhi Vijay Oct 24, 2025 8:47 AM

Many brands are still caught in the conversion trap, basically pushing for short-term clicks over long-term advocacy, say experts

Shantanu David Jul 18, 2025 8:59 AM

It’s no surprise that emotional commerce is resonating most with D2C brands, whose strength lies in building direct, personal relationships

Sunidhi Vijay Jun 2, 2025 9:12 AM

While the programmes transform the ‘goodwill’ of a purchase into an ongoing relationship, experts say metrics-based loyalty deals should go beyond transactions to evaluate deeper indicators

Sunidhi Vijay May 21, 2025 8:23 AM

Guest Column: Shantomoy Ray, Founder & Director of K-Factor Communications, writes on with why understanding the psychological mechanisms behind brand loyalty is imperative

Shantomoy Ray Mar 10, 2025 9:13 AM

e4m Blog: In this article, let’s decode the importance of customer loyalty in marketing, the types of loyalty programs that work well with customers and more

e4m Desk Oct 17, 2024 11:20 AM

Guest Column: Shantomoy Ray explores various strategies for leveraging advertising for fostering and maintaining consumer loyalty

Shantomoy Ray Aug 26, 2024 9:12 AM

At the Pitch CMO Summit 2024, marketing leaders discussed the nitty-gritty of Consumer Loyalty 2.0

e4m Staff Mar 21, 2024 5:55 PM

He was earlier Associate Director-Customer Loyalty and Retention

e4m Staff Oct 3, 2023 7:04 PM

Brands dropping their celeb endorsers and vice versa in the face of a controversy show an abject lack of long term strategic thinking, say experts

Mansi Sharma Oct 19, 2021 8:48 AM