Four transformations will shape marketing in the coming years:
- the shift from continuous new customer acquisition to focusing on existing customers (Martech 2.0),
- the creation of differentiated experiences for Best Customers (Velvet Rope Marketing),
- the building of hotlines via email for two-way engagement (Email 2.0), and
- the use of Atomic Rewards to solve the twin problems of attention recession and data poverty (Loyalty 2.0).
Taken together, these trends will lead to better brand-customer relationships and less “AdWaste” to drive “profit-centric marketing” via exponential, forever, profitable growth. Half of marketing spends (about $200 billion annually) are drained by reacquisition of churned or inactive customers, and wrong acquisition. The key to controlling rising CAC (customer acquisition cost) is by deepening the emphasis on existing customers with the 5 Rs: retention, repetition, referrals, reactivation, replenishment. Otherwise, marketers run the risk of constantly pouring money into a leaky bucket which can have a negative impact on profitability.
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Essays are chronological in each of the next four sections. The ones in bold are good places to begin.
Martech 2.0: Focus on Existing Customers
- Marketing: Disrupted and Simplified
- The Coming Martech Era: Driving Exponential Forever Profitable Growth
- Martech’s Magicians: Microns, Micronbox and µniverse
- The Subscriptions Future: Customer Retention Forever
- Progency for Martech: The Missing Link
- Martech 2.0 and Web3: Solving Advertising’s 50% Problem
- Profit-centric Marketing: Start with Email 2.0 and Loyalty 2.0
- Extreme Retention = Profit-centric Marketing
- Crafting Profits: A New Marketing Paradigm
- Meeting Marketers and Changing Minds
- Marketers: Pay Customers, Not Big Adtech
- Of Hotlines and Properties
- Solving the $200 Billion AdWaste Problem
- Digital Marketing and its Discontents and Disruptions
- Building High-Growth Profitable D2C Businesses
- Martech in 2023 will be the Year of 4PO
- The Marketer’s ORCs
- ProfitXL: Supersize Profits with the SHUVAM Framework
- Resetting ESP and Adtech Industries
Velvet Rope Marketing (VRM): Differentiated Experiences for Best Customers
- Velvet Rope Marketing
- Becoming Chief Profitability Officer
- The One Number to Predict Profits
- Rethinking Referral Marketing
- How Velvet Rope Marketing can transform Customer Loyalty
- Best Customers and Velvet Rope Marketing
Email 2.0: Build Hotlines to Customers for Two-Way Engagement
- Microns: Making B2C Emails Better [Ems]
- Microns: Theory and Economics [Ems]
- Microns and Brands: Made for Each Other [Ems]
- Micron-verse: The New World of Brand-Customer Communications
- Microns: Solving the Customer Reactivation Problem
- Microns and AMP: A Powerful Combo
- Micronbox: A New Inbox
- Email2: Energising Engagement
- Email 2.0: Making Email Cool Again
- Hotline: The Crux of the Brand-Customer Relationship
- Building the Hotline Right
- Reimagining the Email Footer
- Reimagining Email Ads
- Can B2C Email Become Free?
- AMP’s Magic: Coming Soon to Your Email Inbox
- Gamelets: Rethinking Rewards Redemption
- Email and AI: A Perfect Match
- Quizzing in Email: An Innovation in the Inbox
- AMPifier: The Heart of Email 2.0 Hotlines
- The Coming of Inbox Commerce
Loyalty 2.0: Atomic Rewards to Tokenise Attention and Data
- Microns and Loyalty: Gamifying and Rewarding Attention
- Imagining Mus: An Attention-Action Currency
- Micron-verse: Making It Happen
- Attention Messaging: Bridging Adtech, CPaaS and Martech
- Stop Loss: The Power of Attention Messaging
- Imagining µniverse: The B2C Metaverse
- Atomic Rewards: The Solution to Attention Recession
- µniverse and Bharatverse: Web3 Explorations
- Constructing the µniverse
- Loyalty 2.0: How Brands can Tokenise Customer Attention and Data
- The MuCo Future
- MuApp: The Brand-Customer Hotline
- Muniverse: A Brand New World
- Muniverse: The Making of MuCo
- Muniverse Monetisation: How MuCo, Brands and Consumers Benefit
- Mu and Prediction Markets
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Moreover
- Rethinking B2B Loyalty Programs
- Web3 and India: A Wrong Turn
- A Tale of Three Conferences
- The US B2C Martech Opportunity
- India Consumer Tech Numbers
- MyToday: Magic of Micro Emails [MyToday has since been renamed as Vartam Microns]
- Vartam Headlines: Your New News Page
- Prashnam: The Story and the Science