Along with the increased focus on retention, there’s also a growing emphasis on the post-purchase process (as there should be). A major lever for retention is ensuring that a customers onboarding experience to a brand is in tip-top shape — giving them all the information they need to use your product effectively, along with easy access to customer service, returns, exchanges, etc.
Thanks to folks like Eli Weiss who are banging the CX drum every day on Twitter (X-Twitter?), brands are investing more in customer experience. These efforts aim to turn one-time buyers into repeat customers, and repeat customers into brand loyalists who will shout your brand’s name from the mountain tops.
As the demand for retention strategies has grown, so has the sophistication (and number!) of the freelancers and agencies specializing in this area. This flooding of the market has raised the cameroon telegram screening standard for what brands can expect. Go back just a couple years ago, and it felt like the agency x brand relationship was very transactionally focused on an output. “We the agency will give you X number of campaigns”, and that was that. Now the most successful agencies are still delivering on those campaigns, but at the same time they are diving into what the data behind that campaign is telling them. They’re letting this guide their strategy going forward, split-testing the most important levers, and getting even more ingrained into their client’s business.
Trend #3: The Tension Between Value-Add and Revenue-Focused Campaigns
Navigating the use of value-add and revenue-focused campaigns is a balancing act. While value-add campaigns aim to enhance the customer experience and build long-term loyalty, revenue-focused campaigns aim to drive immediate sales. Both have their place in a comprehensive marketing strategy, but finding the right mix can be tricky. The best agencies are working with their clients to understand the types of communications they want to have with their consumers and adding in their recommendations to ensure they’re driving revenue and retention. Thankfully, it feels like fewer brands are sending campaigns around whatever silly holiday is on the calendar and focused instead on a more intentional strategy.