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2021 digital tech shifts toward app messaging, loyalty

Brands that began shifting more efforts toward social commerce and influencer marketing during 2020 will have an advantage over 2021 entrants grappling with budget cuts and digital crowding, predicts social business consultant Eileen Brown. For 2021, she also points to a rise in the use of messaging apps for consumer engagement, TikTok copycats and notes the key challenge wll be maintaining customer loyalty "as the world permanently shifts to the new commerce model."

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