Always-on” strategy boosts results for customer acquisition and retention
Posted: Tue Jan 21, 2025 3:29 am
In today’s digital landscape, the customer journey isn’t just a straight path that ends with a single sale; it’s an infinite loop. After a customer makes a purchase, they enter another part of the buyer’s journey—one that encourages them to keep searching for new products and making new purchases.
As the holiday season ramps up into the second half of the year, commerce media company Criteo released its 2023 Holiday Season Preview report, finding that shoppers spend the first 15% of their shopping journey browsing competing retailers before deciding which one to buy from.
In light of this latest data, it’s more important than ever for marketers to effectively streamline how they engage with customers throughout the buying journey by leveraging an “always-on” marketing approach. This means that rather than running specific campaigns designed to achieve short-term goals, marketers employ ongoing customer growth strategies that ultimately underpin long-term business success.
There are several tactics that marketers can introduce to launch luxembourg whatsapp data this always-on approach to acquiring and retaining customers:
Boost ongoing digital campaign strategies
One way to approach customer acquisition tactics is to activate a digital campaign that uses an ongoing strategy to engage shoppers who share similar habits as your existing customers.
Marketers can start by identifying who their high-value customers are: repeat customers, loyalty club members, or those with high purchasing power. This list can help them find and repeatedly reach new buyers who exhibit common characteristics and are therefore highly likely to make a purchase.
After acquiring a new customer, marketers should invest in an always-on customer retention channel that focuses on turning customers into repeat buyers and ensuring greater long-term value. Marketers who implement this always-on customer retention tactic can re-engage their existing customers with differentiated messaging. This involves continually segmenting existing customers into hyper-focused groups, such as purchasing preferences such as purchasing through the website, app, or in-store.
Alternatively, they can segment by purchasing behavior such as frequency, seasonality, and order value, or site/app navigation such as brand/category browsing interactions, price searches, and items added to cart.
Using granular segmentation, marketers can develop new testing strategies for their different audiences, allowing brands to approach each customer with new, distinct messaging and personalized ad experiences for a higher likelihood of engagement.
As the holiday season ramps up into the second half of the year, commerce media company Criteo released its 2023 Holiday Season Preview report, finding that shoppers spend the first 15% of their shopping journey browsing competing retailers before deciding which one to buy from.
In light of this latest data, it’s more important than ever for marketers to effectively streamline how they engage with customers throughout the buying journey by leveraging an “always-on” marketing approach. This means that rather than running specific campaigns designed to achieve short-term goals, marketers employ ongoing customer growth strategies that ultimately underpin long-term business success.
There are several tactics that marketers can introduce to launch luxembourg whatsapp data this always-on approach to acquiring and retaining customers:
Boost ongoing digital campaign strategies
One way to approach customer acquisition tactics is to activate a digital campaign that uses an ongoing strategy to engage shoppers who share similar habits as your existing customers.
Marketers can start by identifying who their high-value customers are: repeat customers, loyalty club members, or those with high purchasing power. This list can help them find and repeatedly reach new buyers who exhibit common characteristics and are therefore highly likely to make a purchase.
After acquiring a new customer, marketers should invest in an always-on customer retention channel that focuses on turning customers into repeat buyers and ensuring greater long-term value. Marketers who implement this always-on customer retention tactic can re-engage their existing customers with differentiated messaging. This involves continually segmenting existing customers into hyper-focused groups, such as purchasing preferences such as purchasing through the website, app, or in-store.
Alternatively, they can segment by purchasing behavior such as frequency, seasonality, and order value, or site/app navigation such as brand/category browsing interactions, price searches, and items added to cart.
Using granular segmentation, marketers can develop new testing strategies for their different audiences, allowing brands to approach each customer with new, distinct messaging and personalized ad experiences for a higher likelihood of engagement.