Lifecycle Marketing Strategy

Canon Australia is a business operating simultaneously as a brand and an e-commerce retailer, engaging in B2C and B2B marketing at the same time, while in addition offering a wide range of support services.

A lifecycle marketing strategy clarified that organisational complexity, creating a straightforward customer centric plan that covered:

• A post-purchase customer contact strategy
• An email publication model (incl. style & content)
• Data capture and progressive profiling plan
• Cross-selling program
• Measurement & ROI plan
• eCommerce strategy & integration plan

The Advocate Marketing lifecycle model has been proven with global brands like Canon but is flexible enough to work just as well at any scale. For end-to-end application we encourage clients to take a modular approach, identify the area of greatest need and begin at that stage. For example, if your database is too small to be effective start at “Acquire”. If you feel your customer retention is critically lower than competitors start at “Engage” and work out from there.