Реклама. ООО «ЛитРес», ИНН: 7719571260.
INTRODUCTION
ABOUT THE AUTHOR
THE BASICS OF DIRECT MARKETING. Key terminology
OBJECTIVES OF DIRECT MARKETING
WHAT METRICS ARE USED IN DIRECT MARKETING
CUSTOMER COMMUNICATION STRATEGY. CREATING PERFECT CUSTOMER JOURNEY
DEFINITION OF CUSTOMER JOURNEY AND A FLOW
VALUABLE CUSTOMER ACQUISITION JOURNEY
CLIENT EXPERIENCE
WELCOME JOURNEY
PRO TIP
A/B TEST IDEA
CLIENT EXPERIENCE
PRO TIP
A/B TEST IDEA
CLIENT EXPERIENCE
FIRST PURCHASE JOURNEY
CLIENT EXPERIENCE
ABANDONED SESSION JOURNEY
PRO TIP
A/B TEST IDEA
BIRTHDAY FLOW
PRO TIP
A/B TEST IDEA
CLIENT EXPERIENCE
WINBACK JOURNEY
PRO TIP
A/B TEST IDEA
CLIENT EXPERIENCE
CANCELED ORDER FLOW
PRO TIP
A/B TEST IDEA
RETENTION JOURNEY
PRO TIP
A/B TEST IDEA
CLIENT EXPERIENCE
PRO TIP
A/B TEST IDEA
REVIEW AND REFERRALS JOURNEY
CLIENT EXPERIENCE
FLOW’S POTENTIAL PROFIT
DEFINING RIGHT TOOL FOR MARKETING AUTOMATION
CONCLUSION
In today’s business world, marketing plays a key role in the success of any organization. Marketing is a set of activities aimed at market research, determining the needs and preferences of consumers, and developing and promoting goods and services that satisfy these needs. The goal of marketing is to create strong relationships with customers, increase sales and strengthen the company’s position in the market.
At the same time, marketing professionals can be roughly divided into several key areas: customer acquisition, retention and return.
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For example, a FMCG manufacturer Kimberly Clark sends email campaigns to a base of subscribers who then buy Huggies diapers at Costco or Amazon. In this case, it is possible to trace the connection between campaigns and sales only by finding a correlation in bursts of marketing activity and the background of sales.
In most cases, the businesses I’ve had the opportunity to work with have used the following metrics:
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