Customer Marketing Cost (CMC)
Customer Marketing Cost (CMC) is a concept pioneered by zioube with a crack published in late 2018, entitled CAC is misleading, compute the Full Customer Cost.
The customer marketing cost concept comes to life because of a simple consideration. The customer journey is no longer as definable ex ante as it could be in the early days of the digital age.
That said, whichever your marketing plan, the most of the activities in it can not be distinguished from being aimed at new customer acquisition or customer retention. Think about the budget employed to sponsor content on Facebook users’ walls.
For this reason, talking about Customer Acquisition Cost is loosing meaning and it should gain traction the concept of a Full Customer Marketing Cost, which includes both the effort to acquire new customers and build loyalty.
Here you can find a collection of reasonings involving the concept of Customer Marketing Cost (CMC).
The Customer Marketing Cost is a concept pionereed here by zioube since late 2018. It is not a broadly discussed topic by the digital community or, when the concept of Customer Marketing Cost is discussed, it is not in the terms intended here.
There's no bascis, then. Just many advanced reasonings evolving along with the ever-evolving digital world.