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
- Study: Texting could save customer relationships
- Survey: Though ads influence, relevance is key
- Brands: What you need to know about the 3 leading cyberattacks
- Top 3 tips to increase localization
- Top 3 tips for better personalization
- Ad Roundup: Releases focus on omnichannel
- Expert: How to personalize without the creep factor
- Expert: Why brands need localization
Featured White Papers
- 6 SEO Predictions to Plan for in 2016
To succeed in 2016, marketers must pay heed to a number of critical SEO trends, including how they go about...
- How to Boost Reader Engagement 300%
Building an audience isn't just about quantity: it's also about quality. How can you increase the number of readers who...