October 13, 2021

Marketers Determine Loyalty Levels Based On The First Purchase

For the brand I'm analyzing, there are numerous marketing channels used to acquire customers.

These channels deliver above-average new buyers.

  • Marketplaces.
  • Refer-A-Friend.
  • Points Program.
  • Postcards.
These channels deliver low-value new buyers.
  • Affiliates.
  • Email Marketing.
  • Catalogs.
  • Search.
  • Space Ads.
Your mileage will vary (wildly) ... but you have clear relationships, and you know (for instance) that Amazon buyers aren't coming back to your website to build a relationship with you ... their relationship is with Amazon.

So if you knew that search buyers had low long-term value and you knew that December newbies had low long-term value, wouldn't you do something about search in December?

Wouldn't you?

Marketers determine if customers will be loyal, and they do it based on how they acquire a customer. Acquire a customer via search in December, and the marketing makes life difficult going forward.

I know ... here come the unsubs.

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