We cover the basics and more in our ABCs of Marketing Measurement series. Learn More

ABCs of Marketing Measurement


R is for Reach –> Retargeting –> Retention

As the digital realm continues to shape consumer behaviors, businesses are challenged to not only attract new customers but also to retain their loyalty over time. This journey involves a series of well-coordinated steps, including expanding media reach, leveraging retargeting strategies, and ultimately nurturing customer-brand relationships for enhanced retention and repeat purchases. Marketing analytics ensures that incrementality remains a focus throughout these efforts and help balance additional media frequency, and those additional costs, with what is truly driving additional sales.

Expanding Media Reach and Initial Engagement

The foundation of the customer journey lies in establishing a broad media reach that enables businesses to connect with potential customers across various platforms. Through captivating content, targeted ads, and engaging social media presence, brands can pique the interest of potential customers and initiate their journey. This stage focuses on creating memorable first impressions that resonate with the brand’s values and offerings.

Additionally, this is an excellent opportunity for marketers to capture first-party data to grow their retargeting and remarketing pools. By casting a wide net and then analyzing the most efficient conversions, marketers can begin to create consumer segments for additional reach growth (through look-alike targeting) or optimizing conversions through retargeting consumers via more cost-effective channels. This cost-effective retargeting may take CTV pixel data, for instance, and retargeting consumers via Facebook or AdWords. Offering captivating content via the TVC (TV Commercial) and then adding frequency through channels with a lower CPM (cost per thousand impressions).

Retargeting: Rekindling Interest and Navigating Bounced Traffic

Not every potential customer converts immediately. This is where retargeting comes into play. By employing intelligent tracking technologies, businesses can re-engage users who showed initial interest but didn’t complete a desired action. Repeated digital advertising, strategically positioned across websites and social media, aims to remind and encourage bounced traffic to return. The goal is to remind them of the brand’s value proposition and reignite their interest, guiding them back into the sales funnel.

Crafting Strategic Consumer Touchpoints

A pivotal aspect of the customer journey is the creation of strategic touchpoints that cater to various stages of engagement. These touchpoints encompass personalized email campaigns, informative blog posts, interactive social media content, and more. Each touchpoint serves as a steppingstone, offering valuable insights, addressing concerns, and progressively nurturing the consumer’s relationship with the brand.

Cultivating Customer Loyalty and Repeat Purchases

The culmination of effective media reach and retargeting efforts lies in the cultivation of customer loyalty. As customers engage with the brand across different touchpoints and experience consistent messaging, a sense of trust and familiarity develops. This leads to repeat purchases and the potential for turning one-time buyers into brand advocates. Exceptional customer service, personalized experiences, and loyalty programs further solidify this relationship, creating a symbiotic connection between the brand and the consumer.

The Power of Data and Analytics

Central to this journey is the power of data and analytics. By closely monitoring user behavior, engagement metrics, and conversion rates, businesses can fine-tune their retargeting strategies and optimize touchpoints for maximum impact. The insights gained enable businesses to make informed decisions, refine their approach, and continue evolving with changing consumer preferences. One critical tool within a marketer’s arsenal is Market Mix Modeling, which can take various touchpoints across online and offline channels and understand media incrementality to purchase. Some channels look one way within isolation but another when viewing from their impact across the purchase cycle.

In the intricate dance between media reach, retargeting, and customer retention, businesses wield the tools to not only capture new customers but also to nurture lasting relationships. By crafting compelling touchpoints, deploying well-executed retargeting efforts, and prioritizing customer satisfaction, brands can guide consumers from their first interaction to becoming loyal advocates. This journey embodies the dynamic nature of modern digital marketing and the potential for sustainable growth in a competitive landscape.

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