Three considerations for extending targeting and engagement tactics beyond the sale.
Identify your core customer segments. Reach them via targeted channels - such as display, PPC, ad networks, and email - and deliver optimized content. Repeat. For most marketers, this cycle of targeting, optimizing, and hopefully converting users is the framework for both managing marketing investments and measuring program success. And for programs and companies focused on acquiring new customers, this is a fine starting point.
But what happens after your targets successfully convert? How much attention is your organization paying to user behavior after they convert - and how it may impact future sales? Dedicating too much attention to new customer acquisition at the expense of effectively nurturing existing customers may create missed opportunities and eventually reduce the total lifetime value of your customer.
A few considerations for extending targeting and engagement tactics beyond the sale:
Deepening your awareness of "after the sale" user behavior can not only provide opportunities to strengthen the overall value of your customer relationship, but it can help drive user-generated content and reduce overspending on low-performing channels. Take the time to extend profiles and segmentation strategies to include these touchpoints and you will likely find new ways to optimize the long-term value of your customers.
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Andrea Fishman, VP of strategy and a partner at BGT Partners, leads BGT's Chicago office and has extensive experience in marketing and management consulting. She and her team drive value to BGT's clients through the development of behavioral marketing programs, web analytics, measurement programs, industry benchmarking, competitive assessments, and the design of integrated marketing programs.
Andrea has been with BGT since 2003 and is credited with strengthening partnerships with such clients as ADT, Sony, ADP, and Avaya. Prior to joining BGT, she served as global vice president at divine, inc. She's also held strategic positions within marchFIRST, The Lewin Group, and the office of U.S. Sen. Edward Kennedy.
A graduate of Brandeis University, Fishman was awarded the Wasserman Scholarship for academic achievement and was named a 2010 Stevie Awards Finalist as Best Executive in a Service Business. She is a frequent judge for the eHealthcare Leadership Awards and is involved with the Special Olympics and Chicago Cares, a community service organization.
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