{"id":110004,"date":"2017-06-22T00:45:00","date_gmt":"2017-06-22T05:45:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/prevent-customer-churn-aligned-digital-media-strategies-part-2-2\/"},"modified":"2024-12-21T05:50:08","modified_gmt":"2024-12-21T10:50:08","slug":"prevent-customer-churn-aligned-digital-media-strategies-part-2-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/prevent-customer-churn-aligned-digital-media-strategies-part-2-2\/","title":{"rendered":"Minimise Customer Churn with Aligned Digital Strategy"},"content":{"rendered":"<p>In <a href=\"\/?p=13010\">part one<\/a> of this three-part series on using aligned <a href=\"\/en-gb\/services\/digital-media\/\">digital media strategies to boost business objectives<\/a>, I reviewed considerations for new customer acquisition via digital channels and tactics. While acquisition remains a top priority for marketers today, it is equally important to retain those customers once they\u2019re acquired.<\/p>\n<p><strong>Customers dictate their relationships with brands<\/strong><\/p>\n<p>Social media, information sharing, a wealth of options and the relative ease of change means consumers are in the driver\u2019s seat in brand-customer relationships. Because of this, customer churn is a significant problem faced by all industries. In fact, more than 50% of all users say it only takes a single bad experience for them to switch brands.<\/p>\n<p>So how can brands create a better digital strategy to reduce churn and keep customer retention high?<\/p>\n<p><strong>It starts with understanding your customers<\/strong><\/p>\n<p>Persona and segmentation development are key elements to <a href=\"\/en-gb\/services\/analytics-and-marketing-science-services\/\">understanding your target audience<\/a>. Beyond basic demographics, behavioural and psychographic inputs can create a more robust view of your audience. Some questions to consider include:<\/p>\n<ul>\n<li>What types of information do they use to make a purchase decision?<\/li>\n<li>How much reliance do they have on word of mouth and referrals?<\/li>\n<li>What do they need and expect from a brand?<\/li>\n<li>Do they tend to research on their own or do they need more instruction from brands to make their decision?<\/li>\n<\/ul>\n<p>With questions like these as the foundation, marketers can identify media channels and placements that are most likely to resonate with their target audience. This should also inform the creative messaging that\u2019s delivered. The overall goal is to speak to these customers in the way they like to be spoken to, in a way that is appropriate for the channel, at the time they need it.<\/p>\n<p>Brands\u2019 own customer data is an often-overlooked source of valuable information. Compiling is often the challenge, with data residing in multiple silos. Store Point of Sale information; Email response behaviours; Online Purchase frequency; Product or Category affinity; Lifetime Value\u2026often times these data points \u201cbelong to\u201d and are stored within a single team or function. To compile all these data elements into a single source can be daunting, but can lead to invaluable customer insights once analysed.<\/p>\n<p><strong>Attract a better audience with media<\/strong><\/p>\n<p>Once your business has a firm grasp on what a \u201cgood\u201d or \u201chigh quality\u201d customer looks like, targeting those audiences in your media buys will help you improve your overall customer mix \u2013 leading to a \u201cstickier\u201d customer with less churn.<\/p>\n<p>A data management platform (DMP) can help to create granular segments for media targeting. For example, if you\u2019ve identified certain characteristics and behaviours of a customer who stays with the company longer, spends more, and is a brand advocate, you can create a \u201cpremium\u201d customer segment within your DMP and serve your media against that segment.<\/p>\n<p>This type of audience targeting removes users unlikely to remain a good, loyal customer from the data pool, and allows you to spend your marketing dollars against a more desirable audience.<\/p>\n<p>One thing to note as a consideration, however, is the potential for increased media cost in this type of targeting. For every 3<sup>rd<\/sup>-party data layer added on (as an example, think: multiple car owner + affluent cohort + international traveller + post-grad education level) there is a cost associated. However, if the value of the better customer is truly worth it to the business, the additional cost of the media to acquire them should be effectively offset.<\/p>\n<p>It should be noted that having your own DMP is not a requirement to target specific audience types; lookalike modelling is a tactic that is a proven performer in display prospecting, relying on the vendor\u2019s DMP and modelling to find similar audiences. Audience targeting on social media platforms is also very robust, as users have self-selected their demographics, interests and behaviours. Google Similar Audiences also functions as a lookalike\/prospecting avenue, without requiring a marketer to have their own DMP.<\/p>\n<p><strong>Keep good customers engaged with the right media channels and tactics <\/strong><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d3668a52e2f'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d3668a52e2f');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>Within digital marketing, CRM can occasionally fall victim to the notion that it\u2019s not much more than keeping a customer database up to date, primarily for the purpose of sending them emails. Email is an incredibly valuable, cost-effective tool; however, with the wealth of tactics available to digital marketers, we can leverage various other tactics to keep in contact with our customers, keep them engaged, and keep them loyal. Here are a couple ideas:<\/p>\n<ol>\n<li>Leverage Facebook Custom Audiences<\/li>\n<\/ol>\n<p>Reward your best \u201cfriends\u201d with a special, personalised offer. It needn\u2019t be as granular as a 1:1 level of personalisation, but for that segment of users who will help spread the word on social, why not deliver them a unique offer, thanking them for their loyalty?<\/p>\n<ol start=\"2\">\n<li>Explore Google\u2019s Customer Match i<\/li>\n<\/ol>\n<p>With extensions into Adwords paid search, YouTube and Gmail ads, this provides an opportunity to interact with your best customers in multiple ways on multiple channels. You can thank them for being a great customer as they\u2019re engaged in a relevant video on YouTube, then provide them a special offer when they\u2019re searching for your products or services, and see that offer reflected again in their inbox. This creates a compelling, recurring theme that the brand cares about them and appreciates them.<\/p>\n<p><strong>Let your data tell you when a customer is at risk<\/strong><\/p>\n<p>Last, but certainly not least, we come back to customer data. As you amass a wealth of data on your customers, a business intelligence team can pore through it to identify any triggers, characteristic behaviours, etc. that indicate a customer may be about to leave for another brand. With that amount of data, the TIMING of the messaging can then become equally as important as the message itself and the channel it\u2019s deployed on. Imagine, as a customer, you\u2019re considering trying a competitor because they\u2019ve advertised an attractive introductory rate. If you then received a proactive communication from the incumbent brand offering you reasons to stay, that may help retain your loyalty because you received the right message at the right time.<\/p>\n<p><strong>Use your data, find better audiences, keep them happy<\/strong><\/p>\n<p>Of course, there are no guaranteed methodologies to keep a customer for life, but by understanding who they are from their data, targeting the best possible new customers with media, and speaking to them with relevant messages and relevant channels and tactics at the right time, you will be one step closer to achieving improved churn rates.<\/p>\n<p><a href=\"\/en-gb\/contact\/edinburgh\/\">Contact DAC<\/a> today for more information!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In part one of this three-part series on using aligned digital media strategies to boost business objectives, I reviewed considerations for new customer acquisition via digital channels and tactics. While acquisition remains a top priority for marketers today, it is equally important to retain those customers once they\u2019re acquired. Customers dictate their relationships with brands [&hellip;]<\/p>\n","protected":false},"author":60,"featured_media":102739,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.68,"reading_level_needs_review":"0","footnotes":""},"categories":[2890],"tags":[1019,815,1033,958],"class_list":["post-110004","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media","tag-audience-targeting-2","tag-data-2","tag-display-2","tag-media-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Minimise Customer Churn with Aligned Digital Strategy | DAC<\/title>\n<meta name=\"description\" content=\"While acquisition remains a top priority for marketers today, it is equally important to retain those customers once they\u2019re acquired.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/prevent-customer-churn-aligned-digital-media-strategies-part-2-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Minimise Customer Churn with Aligned Digital Strategy | DAC\" \/>\n<meta property=\"og:description\" content=\"While acquisition remains a top priority for marketers today, it is equally important to retain those customers once they\u2019re acquired.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/prevent-customer-churn-aligned-digital-media-strategies-part-2-2\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" 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