Embracing Customer Differences with Lifecycle Marketing

Difference makes the world go around. I frequently remind myself this world would be very boring place if we were all the same. Lifecycle marketing strives to recognize, accept and celebrate customer differences. Long gone are the days where it’s considered sensible to market with blind eyes, assuming all customers want the same information, at the same time and in the same way.

It’s not the differences in our audience that make for an unsuccessful marketing campaign, but rather the inability to identify those differences and address them appropriately. Lifecycle marketing identifies where a person is in their journey or lifecycle with your brand. This identification can dictate how they are communicated to, by whom and how often.

Instead of measuring success on the number of opens and click-throughs, lifecycle marketing focuses on engaged relationships. Our solution allows organizations to tailor different messages to different people based upon profile attributes, level of engagement and lifecycle stage. In the lifecycle map instance below, each blue dot represents an individual customer. Profile and engagement scores are calculated along with lifecycle stage to pinpoint where each customer is in their lifecycle (or journey) with an organization.

ROI Customer Lifecycle Map

It’s foolish to assume all the individuals in your audience are the same and want the same information communicated the same way. Some people prefer email, others phone calls. Some think SMS marketing works, others think it’s a waste of time. What one brand considers a great marketing campaign may hit home with a specific group of people, but could also be a complete turn off for another group. So how do you identify individual differences in your audience?

A contact in the lower left quadrant of the Qualified Prospect stage (not a profile fit with low engagement) should not receive the same marketing message as a customer in the upper right quadrant of the Loyal Customers stage (profile fit and high engagement). Their differences are obvious and should be addressed appropriately based on 3D scoring insight.

It’s not about what you think your audience members want to know, it’s about refocusing your approach based on a data driven decision. Meaningful customer engagement exists! Let Right On Interactive help you win, keep and grow lasting relationships with your ideal customers so you can create a meaningful customer journey with your brand.

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