Effective Marketing to Maximize Customer Lifetime Value
Developed by Acxiom in conjunction with Analysys Mason
Competition in the telecoms industry is building daily, putting
excessive pressure on marketing departments to entice, maintain,
and up-sell customers. The savvy consumer market is driving price
wars and diminishing the effectiveness of existing promotional
techniques. Couple this with a change in the consumers attitude to
receiving marketing communication, now the time is ripe to
reconsider the fundamental premise on which marketing strategies
are based. In this paper, we promote a marketing approach which
tailors campaigns to three stages of the telecoms customer
lifecycle: acquisition, retention, growth. At the heart of these
three stages lie three corresponding economic drivers – acquisition
costs, retention costs and Average Revenue Per User (ARPU). We
demonstrate how a slight manipulation in the drivers has a
significant impact on the economic value.
To download this report from Acxiom's site, click
here.