Dynamic Digital Marketing

Chapter 15Sell – The Ultimate Reach and Retention Radar

FIGURE 15.1 The Ultimate Reach and Retention Radar.

We have looked into how to reach your audience through search and other digital channels, but the Sell element of the model addresses the idea of reaching your audience through other mediums – and perhaps even more traditional offline channels and methods.

Sell looks at how relationship management, loyalty, referral, affiliate programmes, and partnerships can be used to generate more profit for your business. It also covers ways of generating higher returns on investment through looking after existing customers.

The new marketing age

The internet and social media marketing have changed the way that businesses market for the better.

Over 20 years ago, as a marketer, if you wanted to do something like a direct mail campaign, you'd be looking at 21 days until you actually got a return on your investment. The cost investment was high and even production lead times were lengthy, never mind actually getting your message or offer in front of the customer. The call to action was generally either by phone or people could respond free of charge, again delaying the actual notification of interest to the business.

Imagine you saw an advert and responded to say you were interested and wanted more information: this could mean a further week or two until the consumer could even ...