To understand the problems with first and last touch models, you first need to understand how they work.
The first-touch model attributes all conversions to the first interaction with the customer. So if a customer finds you through Instagram, that channel gets all the credit for converting the customer. But in reality, it takes much more than one interaction to convert. You also need to nurture them with text messages and emails to show them why they should buy from you.
Customers Don’t Forget — Ever
And like Julia Roberts’ character, customers don’t forget – ever – especially telegram data a bad experience. In fact, they amplify their feelings about the experience, a product, service, and brand – at massive, revenue-impacting scale – by telling everyone they meet about it.
The first touch model ignores additional ads in Google search results that they interact with, downloading an ebook from your site, and personalized email recommendations that help them understand your products and how they relate to their needs.
Why Losing Even One Customer From A Negative Buying Experience Is A Big Problem
The last touch model works similarly, except it gives all the credit for conversion to the last interaction with your business. You may also hear this model referred to as last-click or last-interaction. With this model, you don’t give weight to the different parts of the customer journey. Instead, all the credit goes to the last interaction.
Treat Them Like A VIP, Every Time
Now the bad news – studies have shown that 53% of customers ecommerce email marketing needs altered their buying habits for one or more years after having a bad experience. Losing even a single customer can be very costly.
Using last-touch attribution reduces the value of customer nurturing. It also doesn’t take into account the high costs of building brand awareness and acquiring new customers.
Both models are short-sighted and do not take into account the process of acquiring a new customer. They do not recognize the value of building relationships and gradually learning about a potential customer in order to tailor your experience to them, which will ultimately lead to conversion.
While these attribution models are the easiest to implement, they do little to help guide your marketing efforts and hone your strategies to get the most out of each customer interaction because they ignore the value of so many customer interactions.
A Great Customer Experience Is Not A Luxury— It’s The Expectation
The Red Carpet Experience is not a luxury in business today, it’s the expectation.
It doesn’t have to be expensive, time-consuming, or onerous. It just needs to be thoughtful.
So, what are you going to do every day to show contact lists genuine appreciation to the people who have chosen to do business with you?
Keep in mind, when customers don’t get the Red Carpet Experience, they never forget.