What is lifecycle marketing?

Question

Justin Parker · Accepted Answer

Lifecycle marketing is a promotional strategy that consists of creating marketing campaigns and messaging that are tailored to where certain customers are in terms of their customer lifecycle. The stages of the customer lifecycle are:

Initial awareness of a brand, product, or service
Loyalty to a brand, product, or service
Advocacy for a brand, product, or service

Initial awareness of a brand, product, or service
Loyalty to a brand, product, or service
Advocacy for a brand, product, or service

When lifecycle marketing is employed, it bases its tactics and messaging on these three stages of the customer lifecycle. Effective lifecycle marketing attempts to engage customers at each stage, and ultimately seeks to establish long-term customer relationships that go from customer loyalty to customer advocacy for the brand.

Marketing professionals use sociological and psychological insights to understand the behavior and needs of a customer at each stage of the life cycle. They can then use targeted campaigns and ads that are meant to resonate with the target customer and lead to them going through the customer lifecycle and becoming an advocate for the brand.