Facebook Ads, SEM, SEO, banners… lead capture strategies are the daily bread of marketing teams, but they are of little use if we are not able to convert leads into customers.
To overcome this challenge, the marketing manager needs to ensure that the investment in each channel is measured in relation to the conversions it generates, and not simply the number of clicks or visits. It is necessary to have a good attribution strategy that allows us to know where each new customer comes from and, in case they have received several marketing impacts, assign the correct value to each one. Only in this way will we be able to know precisely what the ROI of each channel is and distribute the investment in the most profitable way.
2) Increase average customer lifetime value
After managing to convert leads into customers , the next step is to obtain the maximum value from each one of them. Acquiring new customers is much more expensive than keeping existing ones, so we want to get the most out of them.
The average lifetime value of a customer is the amount of benefits they produce throughout their entire relationship with the brand, from when they start buying until they leave us. To increase this value, we need you to buy from us repeatedly or increase the average price of each purchase.
To successfully overcome this challenge, the marketing manager must thoroughly review cross-selling and long-term customer loyalty strategies.
3) Win back lost customers
Very few customers are loyal to a brand for a lifetime. Sometimes dropouts are a natural and inevitable process, but other times we can find the cause and find a solution. For this reason, the third major strategic challenge for the marketing director is to reduce the abandonment rate and win back customers who leave.
To be successful, it is necessary to understand Oman Email List the reasons for abandonment (changes in customer needs, bad service experiences, the appearance of competitive offers…) and find the solution. Strategies like email marketing and remarketing have a lot to offer here, and of course, impeccable customer service will also help a lot.
The challenges of the new online marketing trends
4) Omnichannel
Gone are the days of simple and linear customer journeys. Today the consumer receives impacts through multiple channels and devices, so it can be very difficult to know what is happening.
For the marketing director, omnichannel presents two major challenges to solve:
- Organize and correctly attribute the data from TR Numbers the different channels, so that we have a unified vision of each consumer and we can know the impact of each marketing action on the final purchase.
- Offer a coherent and unified user experience between the different channels (both online and offline), so that both branding and customer experience win.
