Learn how to transform uncertain prospects into brand advocates one step at a time

Marketers often see the customer journey as a linear progression of four stages: Awareness Interest Consideration Purchase But there’s one important thing most of us tend to forget - the customer journey is no longer linear. Gone are the days when you could easily walk alongside your customers, guiding them all the way to the checkout page. [si_guide_block id="86160" title="Download our Free Resource – 10 common website customer experience mistakes" description="This guide reveals examples of poor website design from different sectors which are commonly seen, but best avoided."/] Today, your prospects can unexpectedly jump in or out at any point. Now, this doesn’t mean that the framework of the customer journey is no longer relevant. You should still think about these stages, but the way you approach them needs to change. Your ultimate goal today should be to provide a…

Create a co-ordinated 'always-on' contact strategy for the whole customer lifecycle to boost conversions and retention

It's no secret that engaging your customers is crucial to achieving continued sales, and it's also well known that it is usually far easier and costs less to get repeat business from existing customers than it is to acquire new ones from scratch. Customer relationship management (CRM) is well established as a process to try to achieve this, but this 'relationship' begins today with the first contact with the customer when they are simply a contact or prospect. We believe that the best way for a company or brand to build relationships is through a planned always-on marketing approach of integrated communications across multiple digital channels. To enable this, we're fortunate today to have many martech options for Marketing Automation, so we can create a co-ordinated contact strategy to engage audiences through: Automated email…

Automated customer lifecycle marketing will be the future of email marketing

To look forward to the future of email marketing 2020 - a report I have contributed to from Litmus, I believe we need to look back to appreciate how little the support for marketers from email marketing platforms has evolved to deliver customised lifecycle messaging. Frankly, I have been amazed how few companies have adopted email as a strategic communications tool for personalised, behavioural based email across the years since I started training on email marketing in 2001.

Research on the adoption of email targeting still shows us a reality where the majority of email marketing involves either no segmentation at all or targeting of just 4 to 6 segments.

So, by mid 2017 I’d like…

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