This is the according to Kevin Gibbons who, in a post on the Econsultancy blog, observed that using methods such as pay per click marketing once is valuable as the chances of conversions are high, but “you don’t want to pay to attract that customer a second or third time”.
Maintaining brand awareness for consumers can be important and blogs were highlighted as being a good way of doing this, as they can create user habits through “regular, engaging [and] relevant posts” that encourage surfers to save pages in their favourites.
Email marketing was also recommended by Mr Gibbons, although he did add that sending regular messages was “pretty useless” and risked angering the customer.
Aude Lesur of Credau, an Anglo-French firm that create eco-friendly fashion wear for men said “SEO alone, did not help us to effectively portray the benefits of our products to our potential customers. We wanted to reach men with style and an eye for classy clothing with a difference. By engaging with our audience through Blogs and Social Networks we have been able to reach more of our target customers groups.”