Customer Health Score

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A Customer Health Score is a metric used by businesses to assess the overall health and satisfaction of their customer base. It provides valuable insights into customer engagement, loyalty, and likelihood of retention, helping businesses identify areas for improvement and prioritize efforts to nurture sustainable customer relationships. By tracking key indicators such as product usage, customer feedback, and engagement metrics, businesses can proactively address customer needs, mitigate churn, and drive long-term success.

Key Components of Customer Health Score

Product Adoption and Usage

Customer Health Score considers the extent to which customers have adopted and are actively using the product or service. It tracks metrics such as usage frequency, feature adoption, and user engagement to gauge customer satisfaction and value derived from the offering.

Customer Feedback and Satisfaction

Customer Health Score incorporates customer feedback and satisfaction metrics to assess perceptions of the product or service. It includes surveys, Net Promoter Score (NPS), and customer reviews to capture sentiments and identify areas for improvement.

Retention and Churn Risk

Customer Health Score evaluates retention rates and identifies customers at risk of churn. It tracks customer lifecycles, renewal rates, and indicators of disengagement to proactively address issues and prevent customer attrition.

Customer Support and Engagement

Customer Health Score measures the quality of customer support and engagement with the business. It considers factors such as response times, resolution rates, and customer interactions to assess overall satisfaction and loyalty.

Strategies for Improving Customer Health Score

Personalized Customer Experiences

Businesses can improve Customer Health Score by delivering personalized experiences tailored to individual customer needs and preferences. This includes targeted messaging, customized solutions, and proactive support to enhance customer satisfaction and loyalty.

Continuous Feedback and Iteration

Businesses should collect and act on continuous feedback from customers to iterate and improve their products or services. This involves soliciting input through surveys, monitoring customer interactions, and implementing changes based on customer suggestions and pain points.

Proactive Customer Support

Proactive customer support can help improve Customer Health Score by addressing issues before they escalate. Businesses should anticipate customer needs, provide timely assistance, and offer resources to help customers maximize value from the product or service.

Customer Success Programs

Customer success programs focus on ensuring customers achieve their desired outcomes and derive maximum value from the product or service. By offering training, onboarding assistance, and ongoing support, businesses can foster long-term relationships and drive positive Customer Health Score.

Benefits of Monitoring Customer Health Score

Enhanced Customer Retention

Monitoring Customer Health Score helps businesses identify and address issues that may lead to customer churn. By proactively engaging with at-risk customers and addressing their needs, businesses can improve retention rates and sustain long-term relationships.

Improved Product Development

Customer Health Score provides valuable insights into customer preferences, pain points, and usage patterns. By analyzing this data, businesses can prioritize product enhancements, develop new features, and innovate to better meet customer needs and expectations.

Increased Customer Satisfaction

Monitoring Customer Health Score enables businesses to track customer satisfaction levels and identify areas for improvement. By addressing customer feedback and concerns, businesses can enhance overall satisfaction, loyalty, and advocacy among their customer base.

Data-Driven Decision Making

Customer Health Score provides businesses with actionable data to inform strategic decision-making. By analyzing trends, patterns, and correlations in customer behavior, businesses can make data-driven decisions to optimize resources, prioritize initiatives, and drive business growth.

Challenges of Monitoring Customer Health Score

Data Integration and Accuracy

Monitoring Customer Health Score may face challenges related to data integration and accuracy. Businesses must ensure that data sources are properly integrated, and metrics are accurately measured to provide meaningful insights into customer health.

Interpreting Customer Signals

Interpreting customer signals and identifying actionable insights from Customer Health Score metrics can be challenging. Businesses must understand the nuances of customer behavior and sentiment to effectively address issues and drive positive outcomes.

Scaling Customer Success Efforts

Scaling customer success efforts to accommodate a growing customer base can be challenging. Businesses must invest in scalable processes, technologies, and resources to effectively manage customer relationships and maintain high Customer Health Score.

Measuring Long-Term Impact

Measuring the long-term impact of customer success initiatives on Customer Health Score can be difficult. Businesses must track key performance indicators over time and assess their impact on customer retention, satisfaction, and lifetime value.

Implications of Monitoring Customer Health Score

Customer-Centric Culture

Monitoring Customer Health Score promotes a customer-centric culture within the organization. By prioritizing customer satisfaction and loyalty, businesses can align cross-functional teams around common goals and objectives to drive positive customer outcomes.

Continuous Improvement

Monitoring Customer Health Score fosters a culture of continuous improvement and innovation. By regularly reviewing customer feedback and performance metrics, businesses can identify areas for enhancement, iterate on their products or services, and stay ahead of evolving customer needs and expectations.

Predictive Analytics

Monitoring Customer Health Score enables businesses to leverage predictive analytics to anticipate customer behavior and trends. By identifying leading indicators of customer churn or dissatisfaction, businesses can take proactive measures to mitigate risks and preserve customer relationships.

Strategic Decision-Making

Monitoring Customer Health Score provides businesses with actionable insights to inform strategic decision-making. By aligning resources, investments, and initiatives around customer needs and priorities, businesses can optimize their growth strategies and drive sustainable success.

Conclusion

  • Customer Health Score is a metric used by businesses to assess the overall health and satisfaction of their customer base.
  • Key components of Customer Health Score include product adoption and usage, customer feedback and satisfaction, retention and churn risk, and customer support and engagement.
  • Strategies for improving Customer Health Score include personalized customer experiences, continuous feedback and iteration, proactive customer support, and customer success programs.
  • Monitoring Customer Health Score offers benefits such as enhanced customer retention, improved product development, increased customer satisfaction, and data-driven decision-making.
  • However, it also presents challenges such as data integration and accuracy, interpreting customer signals, scaling customer success efforts, and measuring long-term impact that require careful navigation and management.
  • Implementing strategies informed by Customer Health Score has implications for fostering a customer-centric culture, continuous improvement, predictive analytics, and strategic decision-making, shaping efforts to nurture sustainable customer relationships and drive long-term success.
Related Frameworks, Models, or ConceptsDescriptionWhen to Apply
Customer Lifetime Value (CLV)Customer Lifetime Value (CLV) is a metric that represents the total revenue or profit generated by a customer over the entire duration of their relationship with a company. It takes into account factors such as customer acquisition cost, retention rate, and average purchase value to calculate the long-term value of a customer to the organization. By measuring CLV, organizations can identify high-value customers, prioritize retention efforts, and allocate resources effectively to maximize customer profitability.Consider Customer Lifetime Value (CLV) when seeking to understand the long-term financial impact of acquiring and retaining customers within your organization. Use it to calculate the expected revenue or profit generated by individual customers over their lifetime and prioritize customer acquisition and retention strategies accordingly. Implement CLV as a framework for quantifying the value of customer relationships, optimizing marketing and sales efforts, and driving sustainable growth and profitability within your organization.
Customer Churn RateCustomer Churn Rate is a metric that measures the percentage of customers who discontinue their relationship with a company over a specific period. It reflects customer attrition or loss and indicates the effectiveness of customer retention efforts. By tracking churn rate, organizations can identify trends, patterns, and factors contributing to customer defection and implement strategies to reduce churn and improve customer retention.Consider Customer Churn Rate when seeking to measure and monitor customer retention and loyalty within your organization. Use it to calculate the percentage of customers who cancel subscriptions, stop purchasing products, or discontinue using services over a given period. Implement Churn Rate as a framework for identifying at-risk customers, understanding the reasons for churn, and implementing proactive retention strategies to reduce customer defection and improve overall customer lifetime value within your organization.
Net Revenue Retention (NRR)Net Revenue Retention (NRR) is a metric that measures the net change in revenue from existing customers over a specific period, accounting for factors such as upsells, cross-sells, and churn. It reflects the ability of a company to retain and grow revenue from its existing customer base. By tracking NRR, organizations can assess the health and growth potential of their customer relationships and identify opportunities to increase customer lifetime value and overall revenue.Consider Net Revenue Retention (NRR) when seeking to measure the effectiveness of revenue retention and expansion efforts within your organization. Use it to calculate the net change in revenue from existing customers, accounting for upgrades, expansions, and churn. Implement NRR as a framework for assessing the health and growth potential of your customer base, identifying opportunities for upselling and cross-selling, and optimizing customer success strategies to drive sustainable revenue growth within your organization.
Customer Satisfaction (CSAT) ScoreCustomer Satisfaction (CSAT) Score is a metric used to measure customer satisfaction with a product, service, or interaction based on a single survey question or rating scale. Customers are typically asked to rate their satisfaction level on a scale (e.g., 1 to 5 or 1 to 10), and the CSAT score is calculated by averaging the responses. By tracking CSAT scores, organizations can assess overall customer satisfaction levels, identify areas for improvement, and prioritize initiatives to enhance the customer experience.Consider Customer Satisfaction (CSAT) Score when seeking to measure and monitor customer satisfaction levels within your organization. Use it to collect feedback from customers about their satisfaction with specific products, services, or interactions and calculate an aggregate satisfaction score. Implement CSAT Score as a framework for quantifying customer satisfaction, benchmarking performance, and driving continuous improvement efforts within your organization.
Customer Effort Score (CES)Customer Effort Score (CES) is a metric used to measure the level of effort required by customers to complete a task, resolve an issue, or achieve a goal when interacting with a company or its products/services. Customers are asked to rate the ease of their experience on a scale (e.g., 1 to 5 or 1 to 7), and the CES score is calculated by averaging the responses. By tracking CES scores, organizations can identify areas of friction, streamline processes, and improve the overall customer experience.Consider Customer Effort Score (CES) when seeking to measure and reduce the effort required by customers to interact with your organization or use your products/services. Use it to collect feedback from customers about their ease of experience and calculate an aggregate effort score. Implement CES as a framework for identifying pain points, streamlining processes, and enhancing the overall customer experience within your organization.
Renewal RateRenewal Rate is a metric that measures the percentage of customers or contracts that renew their subscriptions or agreements with a company over a specific period. It reflects customer loyalty, satisfaction, and perceived value of the product or service. By tracking renewal rates, organizations can assess the health of customer relationships, identify churn risk, and implement strategies to improve customer retention and renewal rates.Consider Renewal Rate when seeking to measure and monitor customer retention and loyalty within your organization. Use it to calculate the percentage of customers or contracts that renew their subscriptions or agreements over a given period. Implement Renewal Rate as a framework for evaluating the effectiveness of customer success efforts, identifying factors influencing renewal decisions, and implementing strategies to improve customer retention and maximize revenue within your organization.
Expansion RevenueExpansion Revenue refers to the additional revenue generated from existing customers through upselling, cross-selling, or expansion of product usage or services. It represents the incremental value derived from expanding customer relationships and increasing the lifetime value of customers. By tracking expansion revenue, organizations can identify growth opportunities within their customer base and implement strategies to drive upsell and cross-sell initiatives effectively.Consider Expansion Revenue when seeking to maximize the value of existing customer relationships and drive revenue growth within your organization. Use it to quantify the additional revenue generated from upselling, cross-selling, or expanding product usage or services among existing customers. Implement Expansion Revenue as a framework for identifying opportunities to increase customer lifetime value, drive incremental revenue, and foster long-term relationships with customers within your organization.
Customer Health ScoreCustomer Health Score is a composite metric that assesses the overall health and satisfaction of customer relationships based on various factors, such as usage metrics, engagement levels, support interactions, and sentiment analysis. It provides a holistic view of customer well-being and identifies customers at risk of churn or dissatisfaction. By tracking customer health scores, organizations can proactively intervene, address issues, and nurture positive customer experiences.Consider Customer Health Score when seeking to monitor and manage the overall health and satisfaction of customer relationships within your organization. Use it to aggregate and analyze data from multiple sources to assess the well-being and engagement levels of customers. Implement Customer Health Score as a framework for identifying at-risk customers, prioritizing proactive interventions, and fostering long-term relationships and loyalty within your organization.
Customer Retention CostCustomer Retention Cost is a metric that measures the expenses incurred by a company to retain existing customers and prevent churn. It includes costs associated with customer support, account management, loyalty programs, and retention initiatives. By calculating customer retention costs, organizations can assess the efficiency and effectiveness of their customer retention efforts and optimize resource allocation to maximize ROI.Consider Customer Retention Cost when seeking to measure and manage the expenses associated with retaining existing customers within your organization. Use it to calculate the costs incurred for customer support, account management, retention programs, and initiatives aimed at preventing churn. Implement Customer Retention Cost as a framework for evaluating the efficiency and effectiveness of customer retention efforts, optimizing resource allocation, and maximizing ROI on customer success initiatives within your organization.
Customer Referral RateCustomer Referral Rate is a metric that measures the percentage of customers who refer new customers to a company through word-of-mouth recommendations or advocacy. It reflects customer satisfaction, loyalty, and willingness to promote the brand to others. By tracking referral rates, organizations can assess the effectiveness of their products, services, and customer experiences in generating positive word-of-mouth and acquiring new customers through referrals.Consider Customer Referral Rate when seeking to measure and monitor customer advocacy and word-of-mouth referrals within your organization. Use it to calculate the percentage of customers who refer new customers to your company through recommendations or advocacy. Implement Customer Referral Rate as a framework for evaluating customer satisfaction, loyalty, and brand advocacy, and leveraging customer referrals as a cost-effective acquisition channel within your organization.

Visual Marketing Glossary

Account-Based Marketing

account-based-marketing
Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.

Ad-Ops

ad-ops
Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.

AARRR Funnel

pirate-metrics
Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.

Affinity Marketing

affinity-marketing
Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.

Ambush Marketing

ambush-marketing
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Affiliate Marketing

affiliate-marketing
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Bullseye Framework

bullseye-framework
The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.

Brand Building

brand-building
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Dilution

brand-dilution
According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset. 

Brand Essence Wheel

brand-essence-wheel
The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.

Brand Equity

what-is-brand-equity
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

brand-positioning
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

business-storytelling
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

content-marketing
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Customer Lifetime Value

customer-lifetime-value
One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.

Customer Segmentation

customer-segmentation
Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.

Developer Marketing

developer-marketing
Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.

Digital Marketing Channels

digital-marketing-channels
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Field Marketing

field-marketing
Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.

Funnel Marketing

funnel-marketing
interaction with a brand until they become a paid customer and beyond. Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898. Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.

Go-To-Market Strategy

go-to-market-strategy
A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.

Greenwashing

greenwashing
The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.

Grassroots Marketing

grassroots-marketing
Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.

Growth Marketing

growth-marketing
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

guerrilla-marketing
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Hunger Marketing

hunger-marketing
Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.

Integrated Communication

integrated-marketing-communication
Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.

Inbound Marketing

inbound-marketing
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

integrated-marketing
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

marketing-mix
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Myopia

marketing-myopia
Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.

Marketing Personas

marketing-personas
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Meme Marketing

meme-marketing
Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.

Microtargeting

microtargeting
Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.

Multi-Channel Marketing

multichannel-marketing
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

multilevel-marketing
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Net Promoter Score

net-promoter-score
The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.

Neuromarketing

neuromarketing
Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data. Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.

Newsjacking

newsjacking
Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.

Niche Marketing

microniche
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Push vs. Pull Marketing

push-vs-pull-marketing
We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.

Real-Time Marketing

real-time-marketing
Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.

Relationship Marketing

relationship-marketing
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Reverse Marketing

reverse-marketing
Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.

Remarketing

remarketing
Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.

Sensory Marketing

sensory-marketing
Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.

Services Marketing

services-marketing
Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.

Sustainable Marketing

sustainable-marketing-green-marketing
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

Word-of-Mouth Marketing

word-of-mouth-marketing
Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.

360 Marketing

360-marketing
360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.

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