Lifecycle marketing

Lifecycle marketing is closely related to always-on marketing (AOM). It shares the same definition.

A planned approach to scheduling and optimising continuous marketing activities which support customer acquisition and retention. These activities aim to maximise visibility and persuasion through the customer lifecycle. 

Key ‘always-on’ activities include paid and natural search marketing to increase visibility as visitors search for products, information or entertainment; social media and influence marketing to encourage recommendations. Once visitors are aware of a brand, their interest can be nurtured by marketing automation techniques to feature persuasive content marketing including email marketing, SMS messaging or push notification plus on-site personalisation and off-site re-targeting ads.

This video explainer from Dave Chaffey explains the thinking behind the visualisation for customer journeys given in this article.

Examples of lifecycle marketing

We created these visuals at Smart Insights to show the range of paid, owned and earned media activities that can be invested in to deliver more relevant messaging in the lifecycle.

A B2C retail example of lifecycle marketing

A B2B lifecycle marketing example

BOFU, MOFU and TOFU refer to bottom, middle and top-of-funnel content which is used to attract and persuade visitors to buy.

Smart Insights resources giving more detail guidance and a template to develop a contact strategy include:


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.