SEO, PPC, Adwords, advertising campaigns, trials and special offers - the list of marketing efforts focused on attracting new customers seems endless. The average ecommerce business spends 90% of its marketing budget on customer acquisition according to Joseph Jaffe, a marketing thought leader.
Personalisation is an inevitable and necessary next step in the evolution of the Internet. Users often felt overwhelmed and resented by being bombarded with information or advertising that is not relevant to them. There were huge volumes of data being created that are costly to deliver and presented a bad return on investment.
When does a paying customer become a churned customer? That’s not as easy a question as you might think. Do you consider a customer as having left after a week? A month? A quarter? Or is the metric in relation to previous buying behaviour?
Customer surveys used to be a mainstay of marketing, largely because they were the only way to directly connect with the customer. But recent research from OpinionLab suggests that shoppers are pushing back on surveys in ways that are severely hampering their effectiveness: