How custom content helps brands aggressively retain their customers | IMC - Brand Preference | Scoop.it

Content marketing helps speak to buyers throughout the sales cycle, retaining prospects in the process.... When retailers chose to focus on acquisition over retention, they fail to target an entire segment of people. In fact, neglecting past customers can leave a bad impression and even drive these shoppers to seek out competitors. How can brands build an effective and long-lasting retention program without breaking the bank? Content marketing. According to Adobe data from Q2 2012, repeat shoppers make up only 8 percent of site visitors, but they generate approximately 41 percent of site sales. To keep consumers coming back for more, brands can publish web content that educates and speaks to their needs, and show additional value through social media marketing and unique promotional events online. Dynamic content marketing campaigns can speak to consumers throughout the sales cycle....


Via Jeff Domansky