6. Retention is crucial as a growth engine
It's actually too crazy for words, but retention still didn't always get the attention it should in 2017. Many advertisers are strongly focused on acquiring new customers, while the big players are getting better and better at retaining their existing customers.
Also read: Internet Marketing: Review & Trends for 2016
Amazon has been successfully active for years with its Amazon Prime program , with Prime members spending an average of about 600 dollars more per year than non-Prime members. Because there are now more than 90 million Amazon Prime members in the US, this membership forms an important basis for Amazon's retention strategy.
With the Select subscription introduced this indonesia mobile number list year by Bol.com, the Dutch giant is trying to create a similar routine among its customers. In a short time, more than 100,000 people have subscribed to the Select subscription.
In a battle where the acquisition costs per customer in many cases only continue to rise, retention is of great importance to remain competitive. The large parties in particular invest in online marketing based on lifetime value calculations. They do not necessarily have to earn money from the first purchase, because they know that a customer places an order an average of 6.2 times per year. As a result, they can easily earn back the acquisition costs after x number of months or years. It is of great importance to get started with this in 2018.
In a battle where customer acquisition costs in many cases continue to rise, retention is key to staying competitive.
7. Culture remains the magic word for online success
The most important trend is and will probably remain that (traditional) companies need to work on their culture. The speed with which companies are able to solve challenges and convert opportunities into actions is by far the most decisive factor for online growth. This quality is in fact directly interwoven with the culture of every company. Imposing a strategy top-down within a culture that cannot handle it, simply will not work.