Future of Marketing: Part One

Post-Purchase

Scott Galloway emphasizes the importance of post-purchase engagement over pre-purchase advertising. He explains that while pre-purchase activities like advertising are often seen as glamorous, the real return on investment lies in post-purchase efforts such as loyalty programs and CRM databases 1. These efforts, though less glamorous, are crucial for building lasting customer relationships.

The less sexy, the greater the ROI. So I want you to have a bias towards post-purchase loyalty programs, database marketing, CRM, and also community, if you will.

--- Scott Galloway

Scott argues that businesses should shift their focus to these areas to maximize their marketing effectiveness 1.

   

Evangelists

Creating brand evangelists is another key strategy discussed by Scott Galloway. He highlights the importance of community engagement and loyalty programs in turning customers into passionate advocates for the brand 2. Scott shares that empowering a community of evangelists can significantly enhance brand loyalty and customer retention.

If you can create a community of evangelists or people who have sort of a goodwill towards you, and there's ways to activate that, obviously, it's hugely important.

--- Scott Galloway

He also discusses the role of community as a marketing tool, emphasizing that companies and universities should foster a sense of community to create and retain customers 3.