Business must evaluate post-purchasing consumer data to create lifecycle marketing campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 24, 2020, 11:56 AM UTC

Building advocacy programs with incentives can help businesses engage consumers post-purchase.

This article suggests lifecycle marketing practices brands can use to effectively interact with consumers post-purchase across different touchpoints. Lifecycle marketing includes the holistic view of consumers’ journey, as it builds upon adoption, retention, expansion and advocacy approaches, to engage consumers post-buying.

As the value for post-purchasing opportunities and touchpoints increases, brands must ensure their post-purchasing campaigns are personalised, authentic, and meaningful. Tracking consumer behaviours online is recommended, as it enables marketers to gain insights on enthusiastic consumers and create effective lifecycle marketing campaigns for them.

Brands must further analyse data of their less active and most active consumers to effectively segment them for post- and pre-acquisition marketing strategies. Develop onboarding and training tools around existing products to keep consumers engaged post-purchase to execute effective lifecycle marketing campaigns.

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