| Good morning, Marketer, and it’s time for some risk assessment. Some of the top digital destinations for users today come with disconcerting liabilities for brands. For instance, if your organization is heavily involved in Twitter, will your audience associate you with the worst on that platform’s raging free-for-all? Will you face fallout if TikTok gets banned in your market? Your brand’s mobile app might not have the reach of these platforms, but it can be a channel for safer, data-rich engagement. Here are some best practices for communicating with customers through the app to build interest and loyalty. It’s a less risky way to capture your audience’s attention when they’re looking at their phones. And the data they choose to share with you is yours and doesn’t fall behind some tech titan’s walled garden. Chris Wood,
Editor | 