Messaging & Content Strategies for Long-Lifespan Products

For B2B and B2C brands that sell products with lifespans that stretch into multiple years like machinery and cars, devising a digital marketing content strategy can be difficult. They know they need to keep their customers engaged, but they often struggle with how to keep the conversation and relationship going between product replacement cycles.

For permission-based channels like email and SMS, it can be dangerous to not reach out to subscribers on at least a monthly basis. Less frequent messaging can zero out your email sender reputation, for instance. More broadly—and perhaps counterintuitively—it can be much, much harder to maintain permission when you message, say, every other month than twice a month, because you’re easier to forget. Plus, when your customer is back in the market to buy again, you want your brand to be top of mind.

Given those realities and those needs, brands need to have messaging frequencies of at least once a month, if not more frequent. But then there’s the struggle about what kind of content to send that acknowledges and respects long product replacement cycles.

>> Read the entire post on Oracle’s Modern Marketing Blog