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.
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: