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1、retentionacquisitionchurn CLV personalization zero-party data first-party data campaign automationcustomer loyaltymarketing ROIThe Optimove 2023 Survey of B2C MarketersInsights and trends on marketing strategies and technologies impacting customer loyaltyThe Optimove 2023 Survey of B2C MarketersSour

2、ce:Optimove 2023 Survey of B2C Marketers2EXECUTIVE SUMMARYReports reveal that finding a new customer can cost five times more than retaining an existing one.In addition,selling an existing customer has a 60-70%success rate versus a 5-20%of selling a new customer.Yet,the survey results in this report

3、 show that marketers continue to allocate more budget to acquisition marketing versus retention marketing in the face of economic uncertainty.The U.S.Federal Reserve commented in March 2023 that“Consumer spending was generally seen as flat to down slightly amid continued reports of moderate price gr

4、owth.”Plus,trend results of three recent Optimove surveys show that consumers planned shopping budgets are unpredictable.In August 2022,nineteen percent(19%)of consumers planned on spending more,in February 14%,and 22%in March 2023.This survey reveals issues that could hold marketers back from shift

5、ing more budget to customer-led retention marketing.It also reveals a certain difficulty in adapting to new technologies that drive deeper connections and personalization to their consumers.Of note is that many marketers are missing a crucial core ingredient to highly effective retention marketing:e

6、xtracting the most value from first-and zero-party data.Customer-led marketing is the basis for a brand to deliver deeper personalization,equating to better retention and improved customer lifetime value(CLV).The consulting firm,McKinsey&Company,reported about customer led marketing.It noted,“On the