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<p dir="ltr" style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">In this fast-paced </span><a href="https://theiidm.org/" style="text-decoration:none;"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#1155cc;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:underline;-webkit-text-decoration-skip:none;text-decoration-skip-ink:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">world of digital marketing</span></a><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">, new buzzwords and strategies emerge all the time. But some terms represent a genuine shift in thinking, and </span><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Customer Value Optimization (CVO)</span><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> is one such concept.</span></p><p style="text-align: justify;"><span id="docs-internal-guid-f277b14e-7fff-5254-2452-ec46ee6b1e8f"><br></span></p><p dir="ltr" style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">For years, </span><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Conversion Rate Optimization (CRO)</span><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> has been the gold standard. CRO focuses on getting users to take a desired action, like making a purchase or signing up for a newsletter. It's a powerful tool, but it can have a tunnel-vision effect. CVO takes a broader view, focusing on the entire customer journey and maximizing the long-term value of each customer.</span></p>
Discussion*
<h2 class="" style="text-align: left;"><b style="" id="docs-internal-guid-112fb28c-7fff-ebe8-62fe-6a9776fb258a">Why the Shift to CVO?</b></h2><p dir="ltr" style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Think of it this way: CRO might get someone to buy a pair of shoes today, but CVO asks, "How can we turn this customer into a lifelong fan of our brand?" This shift in perspective is crucial in today's competitive market. Here's why:</span></p><p style="text-align: justify;"><b style="font-weight:normal;"><br></b></p><ul style="margin-top:0;margin-bottom:0;padding-inline-start:48px;"><li dir="ltr" style="list-style-type: disc; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;" aria-level="1"><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-weight: 700; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Customer Lifetime Value (CLTV)</span><span style="font-weight: 400; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> </span><span style="font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><b>is king:</b></span><span style="font-weight: 400; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> Acquiring new customers is expensive. By focusing on retaining existing customers and increasing their spending over time, businesses can unlock significant growth potential.</span></p></li><li dir="ltr" style="list-style-type: disc; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;" aria-level="1"><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><b>The customer journey is a marathon, not a sprint:</b></span><span style="font-weight: 400; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> A single purchase doesn't tell the whole story. CVO considers all the touchpoints a customer has with your brand, from initial awareness to post-purchase interactions.</span></p></li><li dir="ltr" style="list-style-type: disc; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;" aria-level="1"><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><b>Loyalty breeds advocacy:</b></span><span style="font-weight: 400; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> Happy customers become brand advocates, spreading positive word-of-mouth and driving organic growth.</span></p></li></ul><p><b style="font-weight:normal;"><br></b></p><h3 class="" style="text-align: left;"><b style="">How Does CVO Work?</b></h3><p dir="ltr" style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">CVO isn't a one-size-fits-all strategy. It's a data-driven approach that involves understanding your customers and implementing tactics throughout the customer lifecycle. Here are some key elements:</span></p><p><b style="font-weight:normal;"><br></b></p><ul style="margin-top:0;margin-bottom:0;padding-inline-start:48px;"><li dir="ltr" style="list-style-type: disc; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;" aria-level="1"><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><b><a href="https://theiidm.org/courses/5/" style="text-decoration: none;"><span style="font-size: 13pt; font-family: Arial, sans-serif; color: rgb(17, 85, 204); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: underline; text-decoration-skip-ink: none; vertical-align: baseline; white-space: pre-wrap;">Customer segmentation</span></a><span style="font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">:</span></b><span style="font-weight: 400; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> Not all customers are created equal. CVO involves identifying different customer segments based on demographics, behavior, and needs.</span></p></li><li dir="ltr" style="list-style-type: disc; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;" aria-level="1"><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><b>Personalized experiences: </b></span><span style="font-weight: 400; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Once you understand your segments, you can tailor your marketing messages, product recommendations, and overall experience to resonate with each group.</span></p></li><li dir="ltr" style="list-style-type: disc; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;" aria-level="1"><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><b>Frictionless journeys:</b></span><span style="font-weight: 400; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> CVO aims to remove any obstacles that might prevent customers from completing a desired action. This could involve simplifying the checkout process or providing clear and helpful customer support.</span></p></li><li dir="ltr" style="list-style-type: disc; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre;" aria-level="1"><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><b>Data analysis and optimization:</b></span><span style="font-weight: 400; font-size: 13pt; font-family: Arial, sans-serif; color: rgb(0, 0, 0); background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> CVO is an ongoing process. By analyzing customer data, businesses can identify areas for improvement and continuously optimize their marketing efforts.</span></p></li></ul><p><b style="font-weight:normal;"><br></b></p><h3 class="" style="text-align: left;"><b style="">CVO in Action</b></h3><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Let's imagine you run an e-commerce store selling athletic wear. Here's how CVO might be applied:</span></p><p><b style="font-weight:normal;"><br></b></p><ul style="margin-top:0;margin-bottom:0;padding-inline-start:48px;"><li dir="ltr" style="list-style-type:disc;font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">You segment your customers by activity level (beginner, intermediate, advanced).</span></p></li><li dir="ltr" style="list-style-type:disc;font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">You send targeted email campaigns with personalized workout tips and product recommendations for each segment.</span></p></li><li dir="ltr" style="list-style-type:disc;font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">You offer a loyalty program that rewards repeat customers with discounts and exclusive offers.</span></p></li><li dir="ltr" style="list-style-type:disc;font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><p dir="ltr" style="text-align: left; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;" role="presentation"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">You track customer feedback and use it to refine your product offerings and improve your customer service.</span></p></li></ul><p><b style="font-weight:normal;"><br></b></p><hr><p><b style="font-weight:normal;"><br></b></p><p dir="ltr" style="text-align: center; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"><span style="border:none;display:inline-block;overflow:hidden;width:624px;height:417px;"><img src="https://lh7-us.googleusercontent.com/docsz/AD_4nXeBbT_2JYEcJJTT44MXaOvVRVszFsshvIWRoNjpVG90FkTUg1YaG0sPwQJ-CKXwLad5jcodwV6-Zfqb2jmcu1YjMQNTU2ClobS3SAEQ6hzbSmT4j4Af55NbMjJe4zVV7f8uzj31f16tKxs72E6f5DjxoqSA?key=Zj8-y6wOxjmqXGbUY332Uw" width="624" height="417" style="margin-left:0px;margin-top:0px;"></span></span></p><p></p><p dir="ltr" style="text-align: justify; line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">By implementing a CVO approach, you're not just focused on short-term conversions, but on building lasting relationships with your customers. This, in turn, leads to increased customer lifetime value, </span><a href="https://theiidm.org/courses/4/" style="text-decoration:none;"><span style="font-size:13pt;font-family:Arial,sans-serif;color:#1155cc;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:underline;-webkit-text-decoration-skip:none;text-decoration-skip-ink:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">brand loyalty</span></a><span style="font-size:13pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">, and ultimately, sustainable growth for your business.</span></p>
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