Marketing Consultancy

Central to a successful marketing team is a robust, clearly defined and holistic marketing plan.

Knowing how much of your resources to allocate between marketing channels and knowing your short-term, medium-term to long-term strategies will set the foundation for you to achieve success in your goals, targets and objectives (unsure what success looks like or how to measure success, check out our analytics consultancy here).

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To build your marketing strategy, it is essential you understand your business and your customers:

  • Where is your business in the business cycle?

  • Who are your competitors?

  • What is your customer’s spending power?

  • At what point is your customer in the customer lifecycle?

  • Should you focus more on acquiring new customers or retaining your existing customers?

Answers to these questions are crucial to maximising profitability and sales.

How we can help

We absolutely pride ourselves on tailoring our services to your needs and goals. This means truly understanding your business and your customers. We use data science, analytics and our vast experience in leading marketing departments to guide decision-making & strategy to ensure optimal efficiency and effectiveness in marketing spend.

Business Cycle

It is important to know where your business is in the business cycle. This will impact your short-term and long-term goals, targets and objectives. In the short-term, a start-up will usually look to onboard as many customers as possible in order to maximise growth and increase brand awareness. Meanwhile, an established business may be experiencing some saturation in onboarding customers, and instead look to maximise profits by upselling/reactivating existing customers and focusing on onboarding only the most valuable customers. We will help you tailor your strategy based on your industry and your business.

Acquisition

Over the last 6 years, the cost of acquiring new customers has increased by approximately 60%. This means businesses today have to operate with even greater efficiency to remain competitive and profitable. We will optimise your acquisition spend by analysing which acquisition channels are driving your most cost-effective and profitable customers, and analyse the effectiveness of your campaign content & design.

We analyse the effectiveness and efficiency of the following acquisition channels:

  • PPC 

  • Paid Social

  • Programmatic

  • SEO

CRM

It can cost up to 5 times as much to acquire a new customer than to keep an existing one. Therefore, it is essential that you look to retain and upsell your customers effectively. To do this, it is vital to employ a highly-specialised and customer-centric CRM strategy - which luckily, we specialise in!

We start by splitting customers into four different segments based on where they are in the customer lifecycle: 

  • new customers

  • active customers

  • lapsed customers 

  • leads who have yet to convert

For new customers, we help you build a robust and data-driven welcome journey to minimise month one to month two churn and increase brand loyalty immediately. For active customers, we look to increase monthly turnover and maintain customer engagement. For lapsed customers, we look to re-activate engagement. And for leads who have yet to convert, we of course look to convert!

Next we split customers using our AI Segmentation Model (more information about our AI Segmentation Model here). This will allow for specialised campaigns based on customer lifetime value, customer product preferences and other important customer characteristics.

Using the information about where a customer is in the customer lifecycle and their value segment (from the AI Segmentation model), we can then start strategising CRM campaigns. There are four main types of campaigns: 

  • upsell/spend-stretch

  • reactivation 

  • retention/general engagement  

  • product cross-sell

We will empower you to choose which customers to target with which campaigns, and analyse the effectiveness of your campaigns. You will know which channel of communication (SMS, email, push) to use and at what time of the day/week/month to send the campaign. Your campaigns will be highly-specialised and ROI-driven, which will maximise profitability and minimise churn.

Budget Allocation

Balancing your marketing budget between Acquisition and CRM is not easy. Our Optimisation models will ensure you are making the optimal choices with your marketing budget allocation across acquisition and CRM (more info about our Optimisation models here).