Up-selling and cross-selling are important aspects of building customer relationships and increasing customer lifetime value.
Primarily they are both sales functions, but can occur with direct and digital marketing techniques as well.
Up-selling is changing the consumer’s … Read more...
This free customer journey map template is designed to quickly and easily build relatively detailed maps for multiple brand personas. Customer journey maps are an effective way of identifying how potential customers make … Read more...
In addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand … Read more...
Brand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications … Read more...
Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market… Read more...
A fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guide… Read more...
Let’s start our understanding of customer journey mapping by first understanding what is meant by the “customer’s journey”.
As suggested by the name, a customer journey is the progression of a consumer (initially a non-customer … Read more...
Customer journeys, particularly for high involvement purchases, may take years to lead to a purchase decision. For example, a young consumer buying their first brand new car would have years of experience of … Read more...
In the United States, over $3B worth of coupons and rebates are redeemed each year – indicating that it is an effective form of sales promotion.
According to various academic studies, around 20 to 30% of consumers will be … Read more...
Sales promotions are short-term incentives designed to drive sales. They are part of the promotional mix within the marketing 4P’s. Because they often carry pricing incentives, such as discounts, they also have a crossover with the pricing mix in … Read more...
