Trends Report

Brief: Amazon Makes Digital Relationships Pay, And So Should You

October 11th, 2016
James McQuivey, PhD, VP, Research Director
James McQuivey, PhD VP, Research Director
With contributors:
Sharyn Leaver , Rachel Birrell , Anna Berman

Summary

To win in the age of the customer, companies build convenient, lifestyle-enhancing digital relationships that span multiple touchpoints, channels, and transactions. Amazon is one of the most successful digital relationship companies. The company has demonstrated that consumers want deeper digital relationships and will even pay for the privilege under the right circumstances. CMOs must stop watching from the sidelines and instead learn how to join Amazon — and their customers — in this digital relationship game.

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