The document discusses marketing through the customer lifecycle in three parts: acquisition, retention, and reacquisition. It outlines key touchpoints including lead capture, welcome emails, newsletters, loyalty programs, surveys, and re-enticement offers. Maintaining consistent contact through these channels increases top-of-mind awareness and loyalty while gaining valuable insights from customers to improve marketing efforts and the overall customer experience. The goal is to find new customers, keep them happy, and win back lost customers to maximize the lifetime value of each one.
Presentation from November 1st webinar with Yahoo Research Manager, Strategic Insights & Research- Retail & Tech/Telco, Carla Valencia and Kenshoo CMO, Aaron Goldman. Covers in-depth holiday insights based on internal research and industry trends as well as best practices to ensure you are getting the most out of SEM during this crucial time.
see latest advances in Visual Travel Shopping and how that impacts the bookings. http://www.slideshare.net/irclay/visual-marketing-techology
Travel shopping merges branding, advertising and bookings - for direct connections from suppliers and travelers and direct buying. This report provides a graphical framework for the shopping experience for those who are planning a holiday.
Also see latest states on the buying cycle at http://www.marketinghotelsandtourism.com/how-to-use-behavioral-differences-in-tourism-to-boost-bookings/
Customer Experience - Changing Shopping Experiences In India – End to End Bra...eTailing India
At the recently concluded eTailing India Expo 2017 – “India’s Flagship Conference & Exhibition on Retail, eCommerce and Mobile” (http://etailingindiaexpo.com), leading thought leaders shared their perspective on “Technology Services for Retail &eCommerce”. This article summarizes the session for Customer Experience: Changing Shopping Experiences in India – End to End Brand Experience.
This article presents and discusses the different business models adopted by e-commerce firms. It addresses the
issue of the business model, concerning the revenue-generating model, marketing-related costs, logistical
problems, risk of fraud and the demand for investment in technology. Some of the models are profitable and most
are not. The world is experiencing a sharp increase in this sale channel, but many operations are still losing a lot
of money
The newer generation cohorts are the most challenging to reach. You may need a multi-step approach with a well choreographed strategy that engages them where and how they consume their media. Design thinking can be a useful tool for bridging the traditional to digital/social media thinking divide.
Bridge the traditional sales marketing and digital social media understanding gap. Make it easy for CEO, C-Suite marketing or sales manager to invest in social media marketing.
Presentation from November 1st webinar with Yahoo Research Manager, Strategic Insights & Research- Retail & Tech/Telco, Carla Valencia and Kenshoo CMO, Aaron Goldman. Covers in-depth holiday insights based on internal research and industry trends as well as best practices to ensure you are getting the most out of SEM during this crucial time.
see latest advances in Visual Travel Shopping and how that impacts the bookings. http://www.slideshare.net/irclay/visual-marketing-techology
Travel shopping merges branding, advertising and bookings - for direct connections from suppliers and travelers and direct buying. This report provides a graphical framework for the shopping experience for those who are planning a holiday.
Also see latest states on the buying cycle at http://www.marketinghotelsandtourism.com/how-to-use-behavioral-differences-in-tourism-to-boost-bookings/
Customer Experience - Changing Shopping Experiences In India – End to End Bra...eTailing India
At the recently concluded eTailing India Expo 2017 – “India’s Flagship Conference & Exhibition on Retail, eCommerce and Mobile” (http://etailingindiaexpo.com), leading thought leaders shared their perspective on “Technology Services for Retail &eCommerce”. This article summarizes the session for Customer Experience: Changing Shopping Experiences in India – End to End Brand Experience.
This article presents and discusses the different business models adopted by e-commerce firms. It addresses the
issue of the business model, concerning the revenue-generating model, marketing-related costs, logistical
problems, risk of fraud and the demand for investment in technology. Some of the models are profitable and most
are not. The world is experiencing a sharp increase in this sale channel, but many operations are still losing a lot
of money
The newer generation cohorts are the most challenging to reach. You may need a multi-step approach with a well choreographed strategy that engages them where and how they consume their media. Design thinking can be a useful tool for bridging the traditional to digital/social media thinking divide.
Bridge the traditional sales marketing and digital social media understanding gap. Make it easy for CEO, C-Suite marketing or sales manager to invest in social media marketing.
Omnichannel Marketing: How to achieve a truly integrated multichannel strategyLuisella Giani
Presentation given for the 10th Strategic Marketing and Branding Forum, Thought Leader Global, Amsterdam. What is omnichannel? How B2C customer experience has influenced B2B customer expectations? What's the impact of Omnichannel on customer service, supply chain, in-shop experience, buyer journey.
A very simple six stage system that explores how the product moves through the sales channel and more importantly how current customers are retained and new customers are won. This presentation is derived from the new employee sales orientation program at Teleco Supply. It is geared towards B2C wireless sales and is of value to any retail salesperson, front line/store manager, training manager or senior sales leadership. This was recently presented at the 2015 Canadian Wireless Trade Show.
Adopting a digital first approach is a must as well for traditional companies. Why you should be digital first? what are the key strategic area to define? What is holding back companies from be successful on driving the digital transformation? on How to implement the digital transformation?
I travelled to Ireland last week to speak at the Shopper Marketing Conference 2013 about some of the key themes held in “The Shopper Marketing Revolution” Here is the deck from the day and if you haven't got your copy yet, what are you waiting for? http://sqz.co/s7J2EeK
The future of digital purchasing, ecommerce and how it will change sales and ...Luisella Giani
Key Take aways
A framework based on real life success case; how you can unleash the digital quotient of your sales & marketing team
Critical factors and must have digital tools to transform sales performance, take advantage of digital platforms, and evolve customers’ purchasing behaviour
Best Practices on how to guide your sales & marketing team into redefining their relationship with the customers crafting an engaging and winning offer thanks to training, content marketing, customers data.
Align, Aim, Perform and Grow with Shopper MarketingRick Abens
Shopper marketers are under more scrutiny than ever to accurately forecast and assess ROI.
Foresight ROI is proud to have analyzed over 18,000 shopper marketing events to help Clorox and other leading CPGs:
• Decide levels of investment across demand creation programs
• Better understand shopper marketing impact across the portfolio
• Gain visibility to which plan elements are “working harder” than others
Learn more in this presentation by Rick Abens, Founder and CEO at Foresight ROI, and David Cardona, Director, Shopper Marketing, Category Advisory & Multi-Cultural Capabilities at the Clorox Company, delivered at the Path to Purchase Expo in Rosemont, IL on September 22, 2016.
To learn more contact us at www.foresightroi.com or call us directly at 312-575-0024.
Understanding the Value of Consumer Feedback for Your Ecommerce Business (and...Nirvana Canada
It pays to pay attention to your audience.
Customer feedback has long been one of the most essential – if not the most important – tool available to businesses looking to improve customer satisfaction, hone product offerings, narrow down audiences, and ultimately, boost sales.
Seminar on Marketing for Technology Companies, presented for Technology Transfer Office at National University of Ireland Galway on 12 Decemer 2012. Describes how to use web marketing and content to sell high-value, complex technology products online
Tracking the customer journey is becoming more difficult. Today’s consumers engage brands on multiple platforms, often moving through several digital touchpoints before they are ready to buy.
Therefore, the concept of omnichannel marketing has risen, allowing businesses to embrace the change to address two critical aspects of modern marketing – technological innovation and customer experience.
Igniting Summer Sales: Marketing Strategies for a Successful SeasonKlaviyo
Summer’s right around the corner, and the competition for your customers’ attention is hotter than ever as brands increasingly shift their focus to ecommerce. Are you equipped to see record-high sales?
Join BigCommerce and Klaviyo as we unpack the latest trends in consumer behavior and what they mean for your brand’s summer sales strategy. You’ll explore ecommerce growth trends by vertical, email marketing engagement tactics practiced by top DTC brands, and the new state of relationship-building that consumers expect from ecommerce brands.
Plus you'll hear from Solo Stove, a global leader of portable stainless steel wood-burning stoves and fire pits. Tune in to discover the brand’s marketing game plan, and hear how they plan to drive sales all summer long.
Whether it's your main season or your makeup season, summer's the time to deliver unforgettable customer experiences.
The Agile Marketer's Guide to Mobile CouponsFunMobility
Give your competitors "Coupon Envy."
In 1887, Coca-Cola released the world's first ever coupon — a simple piece of paper with a printed offer. But that was a loooooong time ago.
Nowadays, there are an endless variety of cool new tools and tactics marketers can use to:
Dramatically Increase Sales
Protection against Coupon Fraud
Collect bigger & better Business Intelligence
Expand your Email/SMS Audience
This eBook provides real-world case studies and best practices for accomplishing all of this and more. Learn how top CPG brands, retailers, and QSR restaurants are winning the mobile coupon arms race, with engaging, interactive, & personalized coupons designed for a modern, mobile audience.
Includes mobile coupon campaign results from FunMobility clients including: Papa Murphy's Pizza, Ace Hardware, and Carol's Daughter.
Today small businesses are facing a number of unique challenges when trying to grow business.
From shorter attention spans, higher expectations, and a need for instant gratification amongst customers ― even down to market clutter from the waves rising competition.
Here's a few big tips every small business should know to help you rise to the challenge and grow business.
How to reach a customer in the right wayTable of Contents .docxpooleavelina
How to reach a customer in the right way
Table of Contents
Which is the right channel to reach a customer?
Single-channel, multi- channels and omni- channels
The example of retail banking
Guiding the customers
The right incentives, and the “carrot” & “stick” theory
Creating a buzz
Which is the right content?
Content marketing and types of content marketing
Indented Study Contribution
When is the right time?
Ethical Consideration
Methodology and the example of Laura’s survey
How to reach a customer in the right way
Encourage people to join your email list
Start a blog or a website
Host a photo contest
Encourage reviews
Ask for referrals
Write a survey, questionnaires, poll etc..
Which is the right channel to reach a customer?
For a long time buying goods has taken place via the two main channels: the website of the retailer and/or the traditional retail sales point. It all used to be so simple as separate channel managers, separate channel-targeted segments, channel-aligned products, customers asked to deal with specific channels etc.
Nevertheless things have changed to date. New interactive features are provided on Websites to reach consumers, for example the possibility to try the product virtually and to achieve customised recommendations while mobile channels form the new mainstream of universal shopping, always and anywhere, via the mobile device. There is a rapid increase in the number of channels that enable users to freely access and compare, choose and buy products. Past studies indicate that customers participate more transactions in the new multichannel scenario as opposed to single-channel buyers (Dholakia et al., 2005, Seck and Philippe, 2013).
Omni-distribution channel is defined as using everything manufacturer/retailer have to gain, provide seamless, integrated and unified experience to retain customers.
Omni-distribution channel is about developing customer relations, but it has various challenges. Studies by Ogden-Barnes & Lowther (2012) on Australian retailing decision-making show that customers are lost due to inconsistent communication across various distribution channels during the first engagement phase of Omni-channel. The Kana Company research on Omni channel in 2013 sums up few Omni-channel drawbacks: the retailers face a fuzz in understanding the definition, mission and location of Omni channel in their organisation.
The omni-distribution channel is still in its infant stages, and its evangelization needs to be accelerated as it has enormous benefits that do not stand up to its dares.
The example of retail banking
Retail banking provides financial services for individuals and family
The three most important functions are:
Credit
Deposit
Money management
First of all retail banks offer consumers credit to buy homes, cars, and furniture.
Include mortgages, auto loans, and credit cards.
Yet multichannel marketing is more complicated than it might seem. Industries often multiply their channels ...
How does Marketing Strategy Create Value for Customers Journey?PPCexpo
Dow does Marketing Strategy Create Value for Customers Journey?
The opening passage of Charles Dickens’ A Tale of Two Cities paints a reflection of pre-revolution Paris and London. It is also a reasonably accurate description of the state of marketing in the Digital Age.
E-commerce (also written as e-Commerce, eCommerce or similar variants), short for
electronic commerce, is trading in products or services using computer networks, such
as the Internet. Electronic commerce draws on technologies such as mobile commerce,
electronic funds transfer, supply chain management, Internet marketing, online
transaction processing, electronic data interchange (EDI), inventory management
systems, and automated data collection systems. Modern electronic commerce
typically uses the World Wide Web for at least one part of the transaction's life cycle,
although it may also use other technologies such as e-mail.
Similar to Marketing and the customer lifecycle (20)
2. the customer lifecycle
think about your customers and their lifecycle within the scope of your business.
like any living thing the relationship is born, lives, dies, and if you believe, it can be
reincarnated. like doctors who prolong people’s lives and heal broken parts,
marketers have the responsibility of not only bringing in new life through new
customers, but also in healing damaged or neglected relationships. most marketing
efforts we distribute to targeted audiences. looking forward, though, perhaps we
should target our campaigns as well as our customers.
the key to marketing has traditionally been to “cover all the bases”—in other words,
to get in at all customer touch points. this can be a dangerous concept. think back
to your last interaction with a company that “covered all the bases.” Was it an
overwhelming experience, borderline annoying? this is quite possible,
especially if that company tried to cover everything all at once.
recently, we engaged a national fulfillment company who not only covered all the
bases, but did it with such persistence that it became overbearing. While we ap-
preciated their thoroughness, their continual emails became bothersome—to the
point where we will have to think twice about using them again. eroi is consistently
refining its customer lifecycle graph, but that does not necessarily mean adding
more touch points. in figure 1, we show the overall customer lifecycle with the most
relevant touch points.
Source: eROI
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3. We are not just dealing with email marketing, but also with two other important and
often overlooked aspects of marketing: surveying and tracking. surveying and
tracking lie on a baseline because they are something that should be done for both
current and prospective/lost customers. it is difficult to survey a lost customer,
mainly because they don’t want to hear from you anymore, but any insight you can
get from them can be a powerful tool for improvement. this can also have a positive
effect on them, because the lost customer now thinks you care about them enough
to ask for their feedback.
tracking is not a new technology or idea, but the correct analysis or simple review of
the data is still something more than two-thirds of companies overlook. in a recent
survey, more than 70% of businesses that have implemented either web analytics or
crm packages do not review or analyze their data. We don’t need to discuss the
importance of reviewing web analytics or crm reports, but coupled with proper
surveying, you can gain a huge advantage over your competitor who isn’t taking
advantage of these tools. Quantitative data supported by qualitative answers tell
you, why, how, what, not just when and where.
so let’s start by breaking this
graph down into three
parts in the following order:
first, we must find a potential
lead or customer
second, we must make them a
customer and keep them happy
third, should we somehow be
unfortunate enough to lose this
customer, we must find a way to
get them back. Source: eROI
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4. part one: opt-in/Welcome email
let’s start with finding our potential lead. do you have a lead capture vehicle on your
site? do you gather any information when a user downloads a whitepaper,
downloads a demo, or attends a webinar? if you don’t, you need to start. By not
doing this, you are missing a serious opportunity to grow your prospective customer list.
introductory offer:
now that you have an opt-in area, it is time to entice a customer; this means an
introductory offer. this can be a simple email that gives the recipient a reason to
come back to your site and get more familiar with it.
the offer needs to be relevant, worthwhile, and should drive qualified traffic to your
site. surveying at this stage is a crucial piece that is often overlooked. not only
should you look at your email metrics, but you should also follow up with those
customers that did not opt to utilize the promotion to find out why and how you
can make the promotion more enticing.
offers can include:
- access to whitepapers
- free download of software
- money-off coupon
- free shipping for first order placed
- Behind-the-scenes access at a
webinar (talk to the analyst)
Source: eROI
part two:
now that you have gained a new customer and made them familiar with your site
and purchase process (and in turn built some customer loyalty), it is time to make
sure they become happy, repeat customers.
customer loyalty is created by being top-of-mind and providing quality service and
products. let’s assume that the quality of service and products are
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5. already taken care of, so being top of mind is your concern. one of the most effective
ways to achieve top-of-mind awareness is to provide your customers with the option
of signing up for a newsletter.
neWsletter.
the point of a newsletter is to provide valuable information to your customers about
news, upcoming promotions and new products. even if your customers are only
glancing at your email, they are being exposed to your brand which increases top-of-
mind awareness—increasing the chance of buying from you next time.
Source: eROI
frequency of newsletter is a topic often brought to our attention. the answer is…
test, play with it. find out how often your customers want to hear from you.
Below are some trends that we have noticed:
frequency trends:
- travel: Weekly
- consumer products: Weekly to monthly
(depending on product category)
- consumer services: every two weeks
- Business to business: once a month
- non-profit: once a month
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6. With too little contact, the point of your newsletter becomes moot. too much
contact and you become an annoyance, likely resulting in your customer opting out
of the newsletter or worse: ruining any trust you have built with that customer.
loyalty offers.
so now that you have the right frequency of newsletter and relevant information,
your customers are consistently shopping at your site, right? i am sure you have
thought about it, but if not, here goes: you need to develop a loyalty program. you
want to promote frequent shopping, so you need to offer a pot of gold at the end of
the rainbow, or at least pieces of gold along that rainbow.
reWard examples:
- subway stamps = free sandwich after 8 purchases
(pot of gold at end of the rainbow)
- frequent flyer miles = free tickets and more
(pieces of gold along the way)
- regal cinema’s royal crown club = free tickets,
popcorn, etc. (pieces of gold along the way)
in all three of these scenarios, the rewards are clearly defined, and the reward for the
business is clear: happy and repeat customers come back often for the best rewards.
casinos are the masters of loyalty programs with free rooms, buffets, rounds of golf,
jets, etc.—all relative to the amount of money a customer spends.
“you need to alWays be on
the bleeding edge—dynamic ”
this is the same philosophy you should implement. the more money customers
spend, the better offers they receive. these offers do not guarantee sales, but they
help. you never know what happens when a customer leaves or why.
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7. loW activity.
low activity offers are helpful when a lack of activity requires the need for action.
some of you are wondering why we reward someone that is not purchasing. the real-
ity is that we watch the purchasing patterns of our regular customers and then notice
when they have significant drop-offs in their regular activity. this requires that you
monitor shopper level on a regular basis, and this is something that is not applicable
to all or even a majority of customers.
“proper surveying and market
research should not just be
a list of questions. ”
survey.
in real estate the mantra is location, location, location. in e-business it is revise, revise,
revise. you need to get into the mind of your customers to see how you can improve
your offerings, marketing, and website. last year’s data will not do—it is already ir-
relevant. the internet has sparked a revolution of “what have you done for me lately”
and that means you need to always be on the bleeding edge—dynamic. if you can
get a firm understanding of what your customers want now, and foresee what they
want in the future, you will have a huge advantage over your competition. Below are
just few ideas for surveys to consider:
survey ideas:
- customer satisfaction—how are you doing now and what can you
do to improve in the future
- Product—what can you do to make your products/services better
- Web—what can you do to make your site more user-friendly
- Promotion—what promotions work best for your customers
(instant rebate, free shipping, and coupons for future purchase)
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8. Proper surveying and market research should not just be a list of questions. it is
something that needs to be a conversation—a natural flow of inquiries that move the
respondent from thought to thought in an organic way. anyone can ramble off 10
questions and gather some decent data, but without the proper methodology,
wording, progression, and response options, your survey is doomed before it begins.
part three
if the low activity triggers have not worked, it is time to implement more intensive
programs. Bring the customer back. give them an offer they can’t refuse. don’t let
them go to the competition. here is the valley in the cycle: re-enticement. this entire
section is one of the most important. Why?
if your customers go to the competition you can plan on spending over 100 times the
original amount you spent on acquiring them the first time. a good re-enticement
offer should express the value the customer is to the business and the offer should
match that value. for example, giving a customer a one-time 50% off coupon may
cost you money on the one transaction, but loyalty and consistent shopping will
more than pay for the offer that brought them back.
Source: eROI
there are many out there that want to know what constitutes a lost customer and a
low activity customer. the answer is simple. What does it mean to you? We are not
going to tell you that silence from a customer for more than three weeks means you
should get an offer out asaP.
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9. as is our philosophy on everything, it is dependent upon the individual business and
its target audience. if your average sales cycle is three weeks, then it makes no sense
to provide a re-enticement offer.
“your customers are the most
important aspect in your business ”
four to six months is probably a more reasonable timeframe. if your cycle is roughly
once a week, maybe a month is good. it all depends on you and your business. We
can help you in this process and can provide valuable advice on campaign manage-
ment, creative, and copy.
Welcome back message.
if your offer works and you have brought back a valuable customer, it is time to
thank them. Welcome back messages will reinforce their importance to you and
your business. you do not need to give them a monetary offer, just a personalized
message that thanks them for their business and makes them feel like an
honored customer.
conclusion
your customers are the most important aspect in your business—without them, you
have nothing. treat them like the gold they are because their actions line your and
your employees’ pockets. remember to keep in consistent contact with your
customers, but not to the point of being an annoyance. survey your customers on a
frequent basis. know what they know. react and provide contact in the timeframe
that they want to be contacted in. and above all, leverage all your tracking informa-
tion and survey data to get the biggest bang for your marketing dollars.
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10. about eroi, inc.
eroi was founded on a basic principle: all companies should have the ability to com-
municate with their customers efficiently and effectively.
We believe there is a need in today’s market for an affordable, high-value provider of
email marketing services. unlike other technology-centric software providers that try
to sell you a specific set of products and services, we take a consultative approach
where our technology is seamless and tertiary to the overall marketing objective.
We encourage you to check out our approach to better understand our philoso-
phy. We help our clients generate and capture qualified leads online through email
marketing and web site development. eroi ’s unique approach transforms clients’
websites into effective vehicles for capturing leads. eroi delivers.
eroi , inc.
505 nW couch, suite 300
Portland, oregon 97209
503.221.6200
sales@eroi.com
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