Wednesday, January 7, 2009

The last mile just got longer! Contd..5

5. The customer’s experience with the brand throughout its lifetime will drive the future. Marketers increasingly need to look at extending their roles throughout the lifecycle of the product to ensure future purchases.

Cute brand messaging will need to be extended to laborious number crunching and analysis. Customer relationship management will be important not only in the high value B2B businesses scenario but also in the low product value (read low brand switching costs) B2C scenario. Re-purchase has become the new and critical benchmark to monitor brand marketing success.

The role of the marketer is growing and is going to be far more revenue-led than in the past. No longer is it considered enough to create fantastic brand experiences pre-purchase, or even to ensure conversion at the purchase point. In fact, that is just the beginning. The last mile just got a lot longer.

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