Increase Customer LTV through Digital Customer Lifecycle Marketing
Many marketers mistakenly believe that their job is done when a lead is handed off to sales, or a customer makes a first purchase. They couldn't be more wrong, in our view.
Marketing takes on a new role and newfound importance in the digital age, as technology has enabled us to leverage Marketing Automation (email, SMS-TXT, MMS-TXT and Social Media) to retain, nurture and grow customers into brand advocates, raving fans and loyal, repeat, high lifetime value customers.
A Visual Overview of the Customer Lifecycle Marketing cycle
Whereas Awareness used to primarily take place in the traditional mass media era (witness 30 second SuperBowl TV spots), awareness today often occurs within social media sites, blogs, on search engines and mobile phones.
Today, research takes place in search engines and on social media sites. The consumer is empowered to get the facts, get the opinion of their peers, family & friends, and make more informed decisions based on a much broader information set than ever before.
The Web Influences nearly half of offline purchases
"... In 2011 more than $1.1 trillion in retail sales could be attributed to what Forrester refers to as “Web-influenced” purchases. Web-influenced retail purchases are defined by Forrester as offline retail sales that are influenced by online research. Combined with measured online sales, 48 percent of all retail sales are either online purchases or Web-influenced purchases. This trend will continue; by 2014, this number is forecasted to increase to 53 percent – or $1.4 trillion. Both directly and indirectly, the online channel is truly an inseparable component of consumers ‘path to purchase." Source
Three-Quarters of Business Decision Makers use Search Engines
"A report from Google and Compete found that 73 percent of B2B decision makers looking for new products or services for their company begin their research on search engines..."
Comparison now takes place online as well
Specialized, niche comparison engines like TabletPC2.com have gained increased influence in the market by guiding decision makers near the selection process with 3rd party facts and evaluation data.