Archive for August, 2010
Is Customer Acquisition Your Focus? If So – You're Making A Mistake
A number of marketers have been focusing their efforts on the angle of grabbing up customers. The benefit of that focus is measurability. In a world of smaller budgets and a focus on ROI for every campaign this is a good idea but actually moving the customer from “Awareness” to “Contemplation” to actual “Conversion” is a small part of the deal as we step into the age of social media dominance.
The mass of the work actually comes after the purchase. It has to do with the experience that the customer or client had with your company throughout the sales process, and the ongoing relationship that will be established and nurtured with your company over the long term.
