Nano-Marketing

What are the keys to the formula about Customer Life Time Value ?

There are "n" and as many "n" that are encapsulated in the " 1 to 1/n " formula... The more a brand, a company and a community can preempt the COI and COP of an individual, the more the company can increase the Customer Life Time Value...

We see that in many vertical industries such as the automobile industry and I was really impressed by the community and the site / blog / wiki portal managed by Toyota for its hybrids car... the 3D graphics are second to none and the quality of the Data Base Qualification is just as good as the HSBC one... have a look on http://www.toyota.com/vehicles/minisite/hybrids/index.html?s_van=GM_HSD_LANDING_MINISITE

But why is it important to identify all these "n" to better understand the changes that are taking place in the customer purchase decision making process... and utimately to improve the stickiness to the brand and/or the services provided.

Then have a look on this great formula from The56Group , PGreenblog, Nov 2005

 This is the challenge to any marketer, how to increase stickiness, how to increase the time one can spend to share insights about oneself, values even if they are diverging, objectives even if the long term ones are not coherent with the short term ones etc... all of this requires marketing technics capable to capture traces, signals and evolutions so small that just nano-marketing into the web 2.0 arena can deliver... this web 2.0 is about PULL, about volontary membership and quality time that you are better off to value !

The semantic web, which for many is the next stage of the web 2.0 would become the wave Web 3.0; which has a lot of utopia too but one thing is sure... the time spent in describing oneself and its projected version and flavours through an avatar is rich... it's a matter of time for it to create even more values to our traditional world.

Gil

Mots-clés : NNM , COI , COP , CLTV , Toyota