A customer’s life cycle goes through many phases and takes time to engage and retain the client. In a client’s life cycle, digital and traditional communications need to be integrated for it to be impactful. Digital communications include utilizing online technologies like devices, platforms, media, data and technology. These are critical to use in a customer lifecycle because they offer various connections and can be used in each phase to retain the customer. Having a different and online presence allows the company to share various elements build new clients and maintain previous ones through retention.
However, traditional communications are still critical and need to be used in conjunction with digital platforms to create multi-channel promotion strategies and be involved in the customer’s life cycle. Traditional media includes print, TV, direct mail and in-person sales. They differ from digital communication because traditional media occurs through a physical action and has what was used before digital media expanded to what it is today.
Using both digital and traditional in the RACE planning framework is key to successfully attaining customers using digital communication channels. The RACE planning framework consists of five phases plan, reach, act, convert and engage, each phase considers how the customers interact and what needs to be considered. Why use it? Smart Insights shares, “ultimately, it’s about using best practice analytics to get more commercial value from investments in digital marketing.”
Another application to consider would be the 5 S’s of Digital Marketing. They are typical goals the digital marketing should be recognizing to hit their aims. The five goals are selling to grow sales, adding value, speaking to the audience, saving costs, and still getting good results and sizzle extending the brand’s presence online. Considering all of these communications and using them effectively is key to having a successful customer lifecycle journey.