During our recent chat, Joel Book, Director of eMarketing Education at ExactTarget, joined us for a webcast and discussion on Customer Lifecycle Engagement. Joel is an industry veteran with more than 30 years of experience in database marketing, Joel teaches organizations how to use permission-based email in partnership with CRM and web analytics technologies to drive sales and improve customer retention.
Here's a recap with highlights to our conversation:
@ETNexus: Cross-channel marketing is experiencing a rebirth of importance. What are the drivers in that shift?
@joelbook: Today’s customer engages with a brand through multiple online and offline channels. You must meet them where they are!
@joelbook: An “unsiloed” marketing strategy that integrates channels is more effective than using channels individually.
@joelbook: By “fusing” inbound and outbound channels, brands are able to speak with “one voice” to the customer. Customers LOVE this!
@ETNexus: Considering the customer engagement lifecycle, what are the best opportunities to use digital marketing to attract new customers?
@joelbook: The top digital tactics for attracting new customers are #1 SEO, #2 Social Media, and #3 Word of Mouth through social sharing.
@joelbook: 46% of consumers combine social media and search engines in their buying process (Source: GroupM)
@ETNexus: After the client's initial purchase, how do you keep them engaged with relevant, lifecycle campaigns?
@joelbook: Customers don’t like to be sold. But they love being served. Delivering relevant information and offers drives retention.
@joelbook: Smart marketers know the tremendous value of creating and delivering valuable content to customers. Email is #1 delivery tactic.
@joelbook: To understand how to use email to deliver content that converts shoppers to buyers, read “Managing Content Marketing.”
@ETNexus: How can marketers design a good Customer Lifecycle Engagement strategy?
@joelbook: Put yourself in the customer’s shoes. Determine what information, offers or invitations are ideal for each stage of the lifecyle.
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