Online customers have an ephemeral attention span – they’re always just one click away from the next site. Brand loyalty is not as entrenched in the online world as it is offline. Even a customer who has chosen brand name Yahoo! as a homepage may be quickly lured away by the new portal.
That’s why e-commerce sites spend an average of $108 to acquire each customer. Yet most sites lose 60 percent of their customers every six weeks. Such a business model is not conducive to profitability and long-term viability. Imagine if an offline retailer had the task to replace over 60 percent of its customers every six weeks!
Sticky marketing is designed to capture and keep the Web’s fickle consumer. It is the ability to target, personalize for, and interact with customers in order to turn them from ad hoc buyers and casual surfers into loyal customers. To stay on a particular Website, customers need not only incentive, convenience, and competitive prices, but interactivity, a customer service experience, and brand loyalty. All this can be achieved by using the following nine sticky marketing techniques: