Why an always-on marketing strategy is necessary for customer acquisition and retention

Why an always-on marketing strategy is necessary for customer acquisition and retention

The customer journey in today’s digital landscape is more than just a one-way funnel leading to a single sale. It’s an endless loop: Once a client makes a purchase, they’re on a new trip, one that pushes them to keep looking for more things and make another purchase.

Marketers can use an “always-on” marketing approach to maximize how they engage with clients during this journey. Instead of operating individual flights or campaigns to meet short-term goals, marketers should use continuous customer growth tactics to ensure long-term business success.

Marketers can implement an always-on approach to customer growth tactics in a variety of ways. Let’s have a look at them together:

Always-on Customer Acquisition.

Marketers may decide to engage in an always-on acquisition channel that focuses on bringing in new, highly relevant clients on a constant basis. Marketers may produce new consumers year-round, not only during peak shopping seasons, by implementing always-on customer acquisition techniques.

One method to get started with your always-on customer acquisition tactics is to execute a digital campaign that uses continuous lookalike modeling to attract shoppers who resemble your company’s current best customers.

Marketers use our lookalike modeling to provide a frequently updated list of their company’s existing high-value clients (such as frequent customers, loyalty club members, or those with high purchase value). The list is then used to discover and target new shoppers who share similar traits and are thus more likely to make a purchase.

Always-on Customer Retention.

Once your new consumers have made their first purchase from your company, marketers may invest in an always-on retention channel that focuses on constantly converting them into recurring customers. As a result, always-on customer retention methods will keep your consumers coming back for more, resulting in a better lifetime value.

Marketers looking for a continuous client retention channel should invest in re-engaging their existing consumers with a differentiated message. This entails constantly segmenting their existing customers into hyper-targeted groups. Segmentations can be made on the basis of the following:

• Preferences for shopping (e.g., website, app, or physical stores).
• Purchase habits (e.g., frequency, seasonality, high order value).
• Site/app events (for example, the domain of the site they visited, specific brand/category browsing activities, and price-specific events).
• Shopper gatherings (e.g., items added to a cart, browsed a product).
• Marketers may then use these precise segmentations to create new test-and-learn messages for their various audiences, allowing them to address each one with unique messaging and personalized ad experiences.

The power of data is everywhere, from acquisition to retention.

The key to always-on marketing across all of these techniques is high-quality commerce data. Marketers may use data to have a better knowledge of their customers and continuously refine new, relevant acquisition and retention methods.

When establishing always-on acquisition or retention strategies, marketers should search for solutions that deliver 360-degree identity-resilient understandings of their customers. Marketers may use insights from 725 million daily active shoppers and their browsing and purchasing habits to contact customers at the right moment and with the right messages, leveraging 120+ intent signals.

Always-on in action.

Looking for a real-world example of an always-on campaign?

Sephora worked to build an ongoing customer growth program that would provide individualized experiences for every customer at every point of contact. Sephora intended to assure consumer acquisition and retention not just in the near term but also in the long run by launching the campaign.

The campaign resulted in an astonishing 725% boost in ROI by utilizing the array of always-on acquisition and retention solutions across the whole client journey.

Drive value every day.

Marketers can achieve long-term business growth by adopting an always-on strategy to data-driven acquisition and retention methods. We will assist you in consistently engaging your greatest consumers by providing the largest commerce data collection on the open internet and best-in-class AI.