News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
CMOs urged to go beyond the point of purchase
Businesses that keep their sights firmly fixed on customer acquisition are failing to acknowledge the importance of communicating with customers after they have made a purchase.
When ACCENT Marketing Services surveyed more than 1,000 consumers across the U.S. to find out their preferences when communicating with brands, they found that personalized communications after a purchase were of significant importance.
Why? Because nearly half of survey respondents said that they engaged with brands after they had made a purchase with nearly nine out of ten saying that, at this post-purchase moment, it was important to have a positive experience.
According to David Norton, EVP Customer Analytics and Insights at MDC Partners and Chairman ACCENT Marketing Service, while CMOs have previously focused on acquisition they are now spending time trying to "understand and engage" consumers across their lifecycle - from acquisition to retention.
ACCENT Marketing believe their findings, found in their report 'Beyond the Point of Purchase', "align with analyst expectations that organizations will explore the power of proactive pre-purchase and post-purchase engagements as a major marketing trend in 2014".
Image via Shutterstock
- Report IDs differences in how people use social
- Ad Roundup: Platform expansions and a partnership
- Survey: Hispanic SMBs show strong optimism
- Ad Roundup: Partnership, integration to bring brands more
- Report: Super Bowl ads drove traffic into stores
- Top tips to reduce involuntary churn
- Smart Glasses that look like regular specs will invigorate market
- Less than 1 in 5 CRM managers feel they contribute to business revenues
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...