Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. It turns out that that's rarely true.
Myth #1: Most consumers want to have relationships with your brand.
Actually, they don't. Only 23% of the consumers in our study said they have a relationship with a brand.
Myth #2: Interactions build relationships.
No, they don't. Shared values build relationships.
Myth #3: The more interaction the better.
Wrong. There's no correlation between interactions with a customer and the likelihood that he or she will be "sticky".
How should you market differently?
Instead of relentlessly demanding more consumer attention, treat the attention you do win as precious.