Almost every day now we can read an article that tells us how more ad dollars are migrating to online marketing campaigns. And, for good reason.
Today's example from the publisher's of AdAge Digital includes the article, "Automakers Will Steer More Spend From TV and Print Toward Digital." It'll be a banner year for Detroit — online. Not only do they understand the value in marketing online, they understand the value in taking care of their existing customers according to Susan Jacobs, president of auto consultant Jacobs & Associates. She says:
. . . expect automakers to put a lot of their efforts toward keeping their existing buyers . . . "In a down market, it's better to channel your marketing efforts on retaining your owners [existing customers] instead of on advertising to conquest new ones" . . . So car companies will focus on customer relationship management and owner-loyalty programs, she added. << Full article here at AdAge digital >>
Whether your industry is in a down market or not, focusing your attention on your existing clients to build strong customer relationships is always a good idea – one with the highest potential returns.