Digital Marketing Strategy – Building a set of retention techniques


For any digital marketing strategy or digital communications plan, having a set of objectives and clear strategy behind your plan is essential for the success of what you are looking to achieve. This post focuses on creating an actionable plan around retention, which by definition is maintaining or preserving your existing customer base loyal to your product offering. Retention should be at the heart of your digital strategy in maintaining and building communication with your existing customer base.

Know your audience

Before embarking on your retention strategy, understanding your audience is a key requirement to ensure the chosen retention tactics are in line with your existing customer base –  so begin to build up a profile of the type of customer/s that interact with your brand. Retention is about engaging with your existing customer base, so you should already have a wealth of analytical insights on who your customers are, how they interact with your organisation and their purchase patterns.

Key insights to consider when analysing customer data include for a retention plan:

*Search marketing metrics – brand/non-brand search terms, referral sites, bounce rates (based product sections/items)

*Sales – Average Order Value, Repeat purchase rates, Geographical split (UK, rest of world), Most popular products sold, seasonal sales trends

*Channels of interaction with your brand – e.g. Affiliate, Social Media, Search (SEM), Email – and impact in driving existing sales revenues i.e.which channel is most profiable for the business

Continue reading on www.swan-e.co.uk


Categories: Brand, Digital Advertising

Tags: , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Gigaom

Technology news, trends and analysis covering mobile, big data, cloud, science, energy and media

The healthy rawr chic

You must be willing and determined to achieve a state of mind, body, and soul beyond what this world imagines could be possible. —Mayra Mejia BA MS

Brand Leadership Blog

The leading forum worldwide for executives and researchers addressing the challenges of building and sustaining great brands

INSIDEDIGITAL

Intelligence for Brand Marketers

Digital Buzz Blog

INTELLIGENCE FOR BRAND MARKETERS

ciaobasta

Startups, entrepreneurs, ideas. Let's make it informal

Brian Solis

INTELLIGENCE FOR BRAND MARKETERS

HubSpot Marketing Blog

INTELLIGENCE FOR BRAND MARKETERS

ReadWrite

INTELLIGENCE FOR BRAND MARKETERS

Marketing Pilgrim - Internet News and Opinion

INTELLIGENCE FOR BRAND MARKETERS

advergirl

INTELLIGENCE FOR BRAND MARKETERS

Posts from the Econsultancy blog

INTELLIGENCE FOR BRAND MARKETERS

www.ducttapemarketing.com/

Simple, effective and affordable small business marketing consulting

Get Elastic Ecommerce Blog

INTELLIGENCE FOR BRAND MARKETERS

%d bloggers like this: