Continuity (design)

A marketing campaign shouldn’t end when you get a customer. There are several important things you still need to do, including:

  • Reassure them about their commitment (which may be a purchase), to prevent chargebacks or disappointed customers.
  • Offer new levels of interaction, such as up-sells, cross-sells, memberships or referral/affiliate programs.
  • Engage the customer or follower as part of your tribe, getting them to help spread the word. (Happy customers are the best marketing collateral you can get!)
  • And generally keep in touch, keeping your brand present until the next time.

Note: The Continuity element of a campaign is different to the Live Operation phase. Continuity is about nurturing individual relationships, whereas Live Operation is concerned with monitoring and optimizing an entire campaign.

Via TechnoRealism, LLC (Gary Palmer Jr.) & the Open Source Marketing Project (Ben Hunt) / CC BY-SA 4.0