Sitecore Blog: Focus on Community

Marketer Wary of Single Transactions Seeks Long-Term Commitment with Customers this Holiday Season

By Community Team, December 10, 2012 | Rating:  | Leave a comment

If the initial thrill of securing single transactions leaves both you and your customers feeling unsatisfied and yearning for more this holiday season, it’s time to re-examine your goals. As marketers the initial boost to revenue is never unwelcome, but it’s easy to get lulled into a false sense of success when we fail to leverage that investment into a relationship that contributes to revenue over time.

We all know it costs less to upsell to an existing customer than to secure new customers. Yet our need for immediate gratification often masks a serious problem that becomes more apparent during the holidays: we invest significant energy in the early part of the relationship to bring new customers in the door in December. Yet quicker than you can dispatch an automated thank you email, we are already looking for the next new customer.

Meanwhile our new customers are being courted by an army of other marketers, and since we’re not investing in the ongoing relationship, they’re merely acquaintances who quickly move on, and the dysfunctional cycle continues.

To renew your commitment to customers this season and secure a long-term relationship that lasts well beyond the holidays, read Sitecore’s 10 Things Digital Marketers Need to Know for 2013. Here’s wishing you deeply satisfying and rewarding customer relationships in 2013 and beyond.

Top 10 Infographic (600) 

You can also download this infographic here (hi-res).

Learn more:

Forrester Study on The Multichannel Maturity Mandate - an Analyst Report from Forrester Research, Inc.

Managing the Mobile Rush: Smart Strategies for Multichannel Publishing - a White Paper on Digital Marketing Strategies

Tags: Online Marketing, Personalization, Social Media Marketing

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