March 28, 2021

Channels Play a Big Role in Customer Development

Each marketing channel plays a role in the development of customers. Take a look at this example.

This is such a common outcome. The vast majority of marketing channels speak to a customer in the Acquisition/Welcome phase. By the time the customer becomes Loyal, the customer is an email shopper.

The email issue is interesting, because so many marketers treat email as the discount / throwaway channel. Got too much of a specific item? Throw the items away via 60% off in email marketing. That's not how you Develop a Customer ... rather, that's not how you should develop a customer!

Use your marketing channels wisely! The customer will develop, and you don't want to hinder development by misusing a channel.

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