Customer Marketing, benefits and brand

Customer Marketing, benefits and brand


Customer Marketing is the area that focuses on engagement to monitor the queries and opinions of users within the community in order to engage them more with our brand. This has many advantages for the company.

Nowadays, social networks are of unprecedented importance in terms of brand building. The type of messages, the style and the bond that is intended to be created are often decisive in the purchase decision of potential customers. But how do we know what they want or expect from us? That is precisely why customer marketing exists.

The professional who is in charge of checking this is in charge of answering the consumers’ doubts, as it is important to highlight that truly satisfied customers bring the following benefits to the brand:

  • They are more likely to accept price increases because of the attention given to them and the effectiveness of the products. It is a question of loyalties.
  • They use word of mouth. The recommendation of a happy customer gives much more and better results than advertising (although, of course, the latter should not be disregarded).
  • Moreover, the fact that consumers themselves mention the brand increases the conversation about it. Whether they recommend it or not, the name is always present.
  • Its main function is to identify potential customers and keep them, which is one of the most complicated tasks. Yet we must keep in mind that this is the best way to go, as getting a new customer is more difficult than retaining an existing one.
  • They become a reliable source of information to know where to improve and what are our weaknesses and strengths as a brand.

On the other hand, it is worth noting that establishing an emotional connection with the customer is more productive than a purely economic one, as it is a long-term “relationship” that will not make it easy for our competitor to get that place we got to first.

Although in digital marketing the opinions of professionals differ, as practices and “tricks” tend to vary, most of them converge in one thing: Over time, the commitment acquired by customers/users will become increasingly important, making it an essential factor in any strategy. This is why customer marketing is indispensable in any network deployment.



What are the advantages of Customer Marketing?


Customer Marketing has several key advantages that can help companies maximise the value of their existing customers. Among the highlights are:

It fosters customer loyalty: Customer Marketing focuses on building strong relationships with existing customers. By understanding and responding to customers’ individual needs and preferences, it creates an emotional bond that fosters long-term loyalty. Loyal customers are more likely to make repeat purchases and become brand advocates, which can generate sustainable revenue over time.

Increases customer lifetime value: By focusing on retaining and growing existing customers, Customer Marketing can increase customer lifetime value. Rather than operating solely on the acquisition of new customers, it seeks to maximise the value of each customer over time, encouraging additional purchases, cross-selling and up-selling. This can generate higher revenues and profits over the long term.

Improve customer satisfaction: By personalising interactions and communications with existing customers, Customer Marketing can improve the customer experience. By making customers feel valued and understood, it strengthens their satisfaction and reduces the likelihood that they will switch to a competitor. A satisfied customer is also more likely to recommend the brand to others, which can generate new business.

Optimise the use of resources: By targeting a more specific audience of existing customers, customer marketing can be more efficient in terms of costs and resources. Instead of spending large budgets on mass customer acquisition campaigns, companies can leverage their customer data and insights to design more personalised and effective strategies. This can result in a better pool of resources and a higher return on investment.

Generate valuable customer data: Customer Marketing involves a data-centric approach. By tracking and analysing the behaviour and interactions of existing customers, you gain deeper insights into their needs, preferences and buying patterns. This data can be used to develop more effective marketing strategies, segment customers more precisely and personalise communications and offers.

In general, Customer Marketing focuses on maximising the value and satisfaction of existing customers, which can lead to increased loyalty, higher revenues and long-term competitive advantage.



Customer Marketing vs. Traditional Marketing


Customer marketing and traditional marketing are two marketing approaches that focus on different aspects of the customer journey and have different objectives. Let’s explore the differences between them:

Focus: Traditional marketing generally emphasises mass communication and aims to reach a broad audience. It focuses on creating awareness and generating interest in a product or service.
Customer marketing, on the other hand, concentrates on building relationships with existing customers and maximising their value over time.

Audience: traditional marketing aims to target a wide range of potential customers, often through broad advertising channels such as television, radio, print and billboards. Customer marketing, however, focuses on specific segments of existing customers who have already shown interest or made a purchase.

Objectives: Traditional marketing generally focuses on achieving short-term objectives, such as increasing sales or brand awareness. Customer marketing aims to foster long-term customer loyalty, satisfaction and advocacy. It seeks to deepen customer relationships, encourage repeat purchases and drive customer referrals.

Communication: Traditional marketing relies heavily on one-way communication, where the brand communicates its message to the target audience. Customer marketing involves more personalised and interactive communication. It leverages various channels such as email marketing, social media, personalised offers and loyalty programmes to engage customers directly.

Metrics: Traditional marketing often measures success based on reach and exposure metrics, such as number of impressions, reach or frequency of advertising. Customer marketing places greater emphasis on metrics such as customer retention rates, customer lifetime value (CLTV), net promoter score (NPS) and customer satisfaction scores.

Strategy: Traditional marketing often uses a broad-based approach to reach as many potential customers as possible, with a focus on attracting new customers. Customer marketing employs a more targeted and personalised approach, tailoring messages and offers to individual customers based on their preferences, behaviours and purchase history.

Cost-effectiveness: Traditional marketing campaigns can be costly, especially for small businesses, due to the expenses associated with mass media advertising. Customer marketing, when done effectively, can provide a higher return on investment (ROI) because it targets customers who are already familiar with the brand and are more likely to convert.

Customer marketing and traditional marketing are not mutually exclusive – many companies use a combination of both approaches to achieve their marketing objectives. They may employ traditional marketing techniques to reach a wider audience and customer marketing strategies to nurture and retain existing customers.



Customer marketing and traditional marketing How do they combine?


Customer marketing and traditional marketing can be combined in a number of ways to achieve a holistic and effective approach.

From integrated communication: Rather than considering them as separate approaches, you can integrate your traditional and customer marketing efforts into a coherent and seamless communication; making messages and tone of voice consistent across all marketing channels, both in traditional and targeted campaigns to existing customers.

Data-driven segmentation: Use the data collected through your customer marketing strategies to enhance your traditional marketing efforts. You can segment your traditional campaigns based on the behaviours and preferences of your existing customers to personalise the messages and offers presented to them.



Customer Marketing How to apply retargeting and remarketing?


Retargeting and remarketing are digital marketing strategies used to reach users who have previously interacted with your website or brand. Although the terms are often used interchangeably, there are some subtle differences between the two concepts.

Retargeting focuses on showing ads to users who have visited your website, but have not completed a specific action, such as a purchase or subscription. The goal is to remind them of your brand and entice them back to your site to complete the desired action. For example, if a user visits an online shop and adds products to the shopping cart, but leaves the site without completing the purchase, retargeting allows you to show them relevant ads for those products when they browse other websites or platforms.

Remarketing, on the other hand, focuses on reaching users who have already taken a specific action on your website, such as a purchase or subscription. The goal of remarketing is to build loyalty with existing customers and promote additional sales. For example, if a user purchases a product on your site, you can use remarketing to show them ads related to complementary products or exclusive discounts to encourage repeat purchases.


Here is a basic guide on how to implement retargeting and remarketing:

  • Setting up pixels or tags: To start implementing these strategies, you will need to install a pixel or tag on your website. These are snippets of code provided by advertising platforms, such as Google Ads or Facebook Ads, that track user activity on your site.
  • Define audiences: Use advertising platform tools to create custom audiences based on user behaviour on your website. You can target based on pages visited, specific actions or even time since last interaction.
  • Create ads: Design relevant and engaging ads that capture the attention of your target audience. Ensure ads are aligned with users’ previous actions to maximise their effectiveness.
  • Campaign setup: Set up your retargeting and remarketing campaigns on selected advertising platforms. Define the objectives, budget, duration and dates where you want your ads to appear.
  • Tracking and optimisation: Regularly monitor your campaigns and analyse the results. Adjust audiences, ads and budgets based on performance. Perform A/B tests to optimise your ads and improve their effectiveness.

Remember that retargeting and remarketing can be powerful tools to increase conversions and strengthen the relationship with your existing customers. However, it is important to use these strategies with care and respect users’ privacy, making sure you comply with data protection regulations and policies.




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