Step Into the Engagement Era: Where Loyalty Is Earned, Not Assumed
In 2025, SAP Emarsys declared the dawn of the Engagement Era: a time when customer loyalty is no longer a given, but a reward for brands that truly understand, respect, and respond to individual needs. Gone are the days when brand names alone could command consumer trust. In fact, 64% of consumers ignore brand names entirely when buying consumer products.
of consumers believe most of the marketing emails they receive aren’t relevant to them.
60%
of marketers feel they can excel in the new engagement- driven landscape, which requires a robust enterprise resource planning (ERP) foundation.
of consumers say brands don’t understand them as people.
16%
40%
9 | 52
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