Use Advertising to Retain and Grow Your Existing Customers

Published: 12 January 2018 ID: G00329246


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Advertising is a powerful tool for retaining and growing existing customers, yet it is often considered primarily as an awareness and acquisition medium. Marketing leaders can use this research to understand how linking customer data with advertising planning builds marketing effectiveness.

Table of Contents

  • Introduction
  • Analysis
    • Build Your Understanding of the Place of Advertising Across Your Customers' Journeys
    • Adopt an Account-Based Marketing Mindset, Whether You're B2B or B2C
      • Start With the Data and Resources Available
  • Gartner Recommended Reading
© 2018 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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