Customer Lifecycle Marketing: The 5 Stages

Person reading book titled 'Understanding Digital Marketing'

Understanding Customer Lifecycle Marketing in Digital Marketing

Firstly, I will very briefly introduce you to the idea of digital marketing and the role of a digital marketer, before going on to explain the 5 stages of Customer Lifecycle Marketing (CLM).

Broadly speaking, digital marketing refers to promotions presented via digital channels to promote brands and connect potential customers using online platforms.

As a digital marketer, you are responsible for the conception, creation and implementation of online promotional campaigns, in order to increase customer reach, engagement and retention.

But, “what do these terms mean?” you ask, well they’re all part of CLM, and in this short blog, I’ll help you to understand why it’s such a vital part of digital marketing and ultimately business success.ted

Customer Lifecycle Marketing – What is it?

“The customer lifecycle represents the different stages that buyers will go through as they interact and build a relationship with your brand. From initial awareness through to purchase and advocacy.”

Marketo
Customer Lifecycle: 'The Journey Is On'

Understanding who your audience/customers are is absolutely vital to the success of your business. Once you have identified your target audience, and have a unique or strong offering, then it’s time to attract and build up your loyal audience.

Customer Lifecycle Marketing – The 5 Stages:

1. Reach

Customers have a need, want, issue or problem. Here is where the relationship with a customer begins, when they first become aware of the existence of your brand, product, or service. This is the stage at which Digital Marketers try to get the attention of the audience they wish to reach.

2. Acquisition

In the second stage you’ve gained the attention of a potential customer, and they’re actively considering whether or not to buy the product or service on offer. At this you must stand out and show that you’re better than your competitors. It’s vital you know who your competitors are!

3. Conversion

This is the stage where your customer converts by making a purchase or commitment. As a Digital Marketer you should make sure this is an easy and straight forward process.

4. Retention

This is the stage when you want to do everything you can to maintain a relationship with the customer and keep them buying. An existing customer is more valuable, as it’s easier and cheaper to keep an existing customer than it is to try to acquire a new one.

5. Loyalty

This is the end goal you should have with all your customers. At this stage you’ve attracted a customer’s attention, made a great impression, closed the sale or/and provided excellent service. Now your client is an ambassador who spreads the word about the product and sends you referrals.

Applying this Knowledge to Your Digital Marketing Strategies

The Customer Lifecycle is an integral part of the Marketing Principles module which will form part of your apprenticeship, and you will need to show your understanding of these learnings within your work.

Now that you’ve gained an understanding of each of the customer stages, you’re ready to create a co-ordinated ‘always-on’ marketing strategy of integrated communications across multiple digital channels to cover the entire 5 stages.

You might consider using:

  • Email Marketing, welcome, nurture, personalised offers, re-engagement win backs.
  • Re-targeting with display ads.
  • On site personalised content, such as ‘ you might like’, or related content.
  • Social Media targeted ads and organic posts.

If using any of the above strategies, remember to include them in your Digital Marketing portfolio. Want to know more about how to write up a great portfolio? Then read our blog on ‘Acing the Level 3 Digital Marketing portfolio


Explore more top tips, blogs and standards relating to Digital Marketing, plus other apprentices’ experiences on our website.