The central question of modern marketing is: What do customers want out of branded touchpoints, and how can we, as marketers, meet their needs? Increasingly, consumers demand offers, outreach, and an overall experience tailored to their preferences. They know we have data on them; they know they leave a digital trail of their interests and activities across the Internet. Consumers expect us to use that data responsibly. They expect us to recognize them and to know what products and services they already use. And they expect that their loyalty and celebration of our brand will translate to special treatment (and discounts).