After decades of trying to fill their brands’ proverbial leaky buckets — continually flooding them with new customers won through acquisition dollars instead of plugging the holes with retention spend — marketers are finally turning the tide.
According to a recent Gartner survey of CMOs, marketing leaders are now allocating two-thirds of their budgets toward customer retention and growth initiatives in an effort to boost lifetime value. That’s a drastic swing from last year, when the results of a CMO survey conducted by my employer revealed marketers were still spending three-quarters of marketing budgets on acquisition.
Why the sudden change? Because the disruptive wave of Amazon, the most valuable brand on the planet according to the Brand Finance Group, continues to swell, leaving a demanding, fickle, experience-driven marketplace in its wake.
By leveraging every bit of customer data to innovate and deliver more valuable offerings, Amazon continually entices shoppers to come back and spend more — and brands that haven’t adopted customer-centric strategies are barely keeping afloat.
[Read the full article on MarTech Today.]
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Mike Sands is CEO of Signal. Prior to joining the company, he was part of the original Orbitz management team and held the positions of CMO and COO. While at Orbitz, Mike helped take the business from start-up to IPO, then through two acquisitions (Cendant and Blackstone). After Orbitz, Mike joined The Pritzker Group as a partner on their private equity team. Mike also has held management roles at General Motors Corporation and Leo Burnett. His work at General Motors led him to be named a “Marketer of the Next Generation” by Brandweek magazine. Mike holds a Bachelor of Science degree in Communications from Northwestern University and a Masters in Management degree from the J.L. Kellogg School of Management.