In the performance-oriented world of digital commerce and marketing, it’s sometimes too easy for marketers to get caught up in the moment of purchase. While optimizing your digital campaigns to maximize purchases is crucial, cultivating and nurturing relationships with prospects and customers before and after the purchase – lifecycle marketing – is critical for long-term digital success.
Now is the perfect time – between the back to school and holiday shopping seasons – to activate lifecycle marketing campaigns and prime your holiday shopping conversion campaigns for maximum effectiveness.
Here are tips for leveraging various digital channels for each stage of the customer lifecycle:
Drive Brand Awareness Through Video
Video is a powerful tool for familiarizing new customers with your brand. By leveraging the power of programmatic through TerminalOne™ you can cost effectively reach new prospects through this high impact channel. Programmatic video, with the added benefit of smart targeting and engaging creative, creates a steady stream of early-stage demand for your brand and products among customers who have never purchased from you previously.
Tip: Make sure to produce your video in 15, 30 and 60 second variations to ensure you can access the greatest supply volumes available.
Activate Researchers Through Mobile
According to 2014 research by the National Retail Federation, 37% of smartphone owners will use their device to research products before a purchase.
Retailers can engage prospective customers and nudge them closer to purchase through mobile channels that deliver educational content, such as product comparisons, consumer reviews, and FAQs.
Tip: To optimize your mobile campaigns, make sure you’re running both mobile-only sizes (e.g. 300×50, 320×50) as well as normal display sizes (e.g. 300×250, 728×90) in order to access ALL available mobile inventory. This will enable you to reach mobile-optimized sites as well as normal mobile versions of sites.
Create Loyalty and Repurchase Through Social
From special offers and early-access to new products and a behind-the-scenes view into your business – social channels provide a unique forum to maintain close connections with existing customers, reward them for their loyalty and convert them into brand advocates. Use dynamic creative in Facebook’s News Feed inventory to personalize the customer experience and engage them where they spend more of their time.
Tip: On October 1st Facebook completed its transition to the larger ad format for right-hand side placements, and no longer show creative that is less than 245×133. Make sure all of your Facebook campaigns have the updated creative dimensions.
Learn more about MediaMath Retail here.