Just 34% of marketers focused on keeping customers loyal

Just 34% of marketers focused on keeping customers loyal

Keeping customers is cheaper than acquiring new ones but only 26% of marketers are ‘very committed’ to relationship marketing and 20% don’t invest in relationship marketing at all.

B&T Magazine
Posted by B&T Magazine

Six in 10 marketers agree that retaining customers costs less than acquiring new ones but 51% said their main focus is on acquisition, the second annual Cross-Channel Marketing Report found.

Just 34% of marketers said their main focus was retention, according to the Responsys and Econsultancy study.

Paul Cross, Responsys Asia Pacific president, said:“The mass marketing era is fading. Marketers who fail to transform their strategies and build long-term loyalty with customers risk getting left behind by their more savvy and nimbler competitors.”

Thirty-eight per cent of marketers said a lack of knowledge was preventing them investing in retention and 24% said they did not have enough resources.

Only a third (34%) described their digital efforts as ‘very integrated’ with their wider marketing mix and only 15% said their mobile marketing was ‘very integrated’.

“We’re now moving into a new era of orchestration, where the overall customer experience needs to be seen as a set of combined interactions across all touch points,” Cross added.

“To remain relevant and continue to drive results marketers need to put the customer at the heart of all activity.”

Latest News

With Attribution, A Little Learning Goes A Long Way
  • Media

With Attribution, A Little Learning Goes A Long Way

Marketers are struggling to turn attribution insights into action particularly during their initial efforts. Partly that reflects the maturity of their experience, as many marketers embrace very elementary approaches to measurement to begin with. The good news according to a study last year by Forrester Research called “Cross Channel Attribution Must Convert Insight into Action” which was commissioned by Kenshoo, is that a little learning goes a long way.


by Lauren Evans

Lauren Evans