Retention Marketing Profitability: ROI Challenges Influencing the Retention Versus Acquisition Debate
Featuring excerpts from the book Marketing ROI, this paper demonstrates the dynamics of retention marketing compared to acquisition marketing. Many marketers are confused by the reports that it is more profitable to retain customers than to acquire new customers. There are unique challenges in achieving positive ROI from retention marketing that help prioritize where investments into retention must be directed. The paper will help guide the strategic planning and analytics around retention marketing.