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6. Planning for Customer Retention > Which Digital Media Are Less Likely for Cu...

Which Digital Media Are Less Likely for Customer Retention?

That’s a lot of different ways to reach your customer base online. Are there any digital media that are less effective in retention marketing?

You bet there are. In particular, these media aren’t that suited for customer retention:

Search engine marketing—Search results are meaningless after a customer has already found you. Leave search engine marketing for the reach and acquisition phases of the B2B buying continuum.


Image Note

Search within your website can be important to existing customers, however. Consider adding cross-site search functionality to help customers more quickly find the information and resources they’re looking for.


Online advertising—Same thing here. You don’t need to advertise to them once you’ve got them—unless you’re a big believer in image advertising to alleviate buyer’s remorse.


  

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