--- title: Increase Customer Lifetime Value by Shifting Your Focus description: Though it may not be easy, there are good reasons to shift your focus and add long-term goals to increase customer lifetime value. image: https://resources.cmglocalsolutions.com/hubfs/Blog_Post_Images/businessacronymclvascust_466499.jpg --- [855-594-0010](tel:855-594-0010) # [![CMG Local Solutions](https://cmglocalsolutions.com/wp-content/themes/cmg-local-solutions/assets/image/logo.svg)](https://cmglocalsolutions.com/) - Solutions - [Cox Targeted Display](https://cmglocalsolutions.com/solutions/cox-targeted-display/) - [Cox Connected Video](https://cmglocalsolutions.com/solutions/cox-connected-video/) - [Cox OneSearch](https://cmglocalsolutions.com/solutions/cox-onesearch/) - [Cox Analytics](https://cmglocalsolutions.com/solutions/cox-analytics/) - Industries - [Automotive](https://cmglocalsolutions.com/industries/automotive/) - [Financial Services](https://cmglocalsolutions.com/industries/financial-services/) - [Healthcare](https://www.coxhealthmarketing.com/) - [Higher Education](https://cmglocalsolutions.com/industries/higher-education/) - [Home Services](https://cmglocalsolutions.com/industries/home-services/) - [Legal Services](https://cmglocalsolutions.com/industries/legal-services/) - [Restaurant/QSR](https://cmglocalsolutions.com/industries/restaurants/) - Approach - [Our Strategy](https://cmglocalsolutions.com/approach/strategy/) - [How We Do It](https://cmglocalsolutions.com/approach/how-we-do-it/) - Clients - [Success Stories](https://cmglocalsolutions.com/clients/success-stories/) - [Creative Showcase](http://www.cmgadvertising.com/) - About - [Who We Are](https://cmglocalsolutions.com/about/who-we-are/) - [Careers](http://cmglocalsolutions.com/about/careers/) - Markets - [Athens](https://cmglocalsolutions.com/athens/) - [Atlanta](https://cmglocalsolutions.com/atlanta/) - [Boston](https://cmglocalsolutions.com/boston/) - [Charlotte](https://cmglocalsolutions.com/charlotte/) - [Dayton](https://cmglocalsolutions.com/dayton/) - [Houston](https://cmglocalsolutions.com/houston/) - [Jacksonville](https://cmglocalsolutions.com/jacksonville/) - [Long Island](https://cmglocalsolutions.com/long-island/) - [Memphis](https://cmglocalsolutions.com/memphis/) - [Miami](https://cmglocalsolutions.com/miami/) - [Orlando](https://cmglocalsolutions.com/orlando/) - [Pittsburgh](https://cmglocalsolutions.com/pittsburgh/) - [San Antonio](https://cmglocalsolutions.com/san-antonio/) - [Seattle](https://cmglocalsolutions.com/seattle/) - [Tampa](https://cmglocalsolutions.com/tampa/) - [Tulsa](https://cmglocalsolutions.com/tulsa/) - Resources - [Blog](https://blog.cmglocalsolutions.com/) - [Resources](https://blog.cmglocalsolutions.com/online-marketing-resources) - [Contact Us](https://cmglocalsolutions.com/contact-us/) # Digital Marketing Solved Blog ## [Increase Customer Lifetime Value by Shifting Your Focus](https://resources.cmglocalsolutions.com/increase-customer-lifetime-value-by-shifting-your-focus) Posted by [Ashley Williams](https://resources.cmglocalsolutions.com/author/ashley-williams) on August 9, 2017 at 11:39 AM - [Tweet](https://twitter.com/share) ![Customer Lifetime Value](https://resources.cmglocalsolutions.com/hs-fs/hubfs/Blog_Post_Images/businessacronymclvascust_466499.jpg?width=320&name=businessacronymclvascust_466499.jpg "Customer Lifetime Value")In the broadest sense, the goal of marketing is to connect customers with products and brands that will improve their lives. In the past, marketers have used a variety of media to cast a wide net, hoping that customers who would benefit most from their products would see them. In today's world, marketers have a greater ability than ever before to focus their dollars on specific audiences, thanks to the overwhelming amount of data available. While this is great for spending efficiently and focusing on qualified customers, there's another benefit to aggressive targeting: increasing customer lifetime value. #### What's Customer Lifetime Value? Most marketing campaigns have a short-term goal in mind and focus on the channels being used. Whether it's to build [brand awareness](http://blog.cmglocalsolutions.com/is-your-brand-awareness-strategy-missing-the-mark) through traditional media, increase conversions with paid search or promote a certain product on social media, most campaigns have a singular focus. While these tactics work well, there is also great benefit in shifting the focus to long-term strategies to increase the customer lifetime value. This will foster long-term customer relationships and keep your business' future focus on customer profitability, according to the [Harvard Business Review](https://hbr.org/2017/04/what-most-companies-miss-about-customer-lifetime-value). While it may seem like short- and long-term goals are mutually exclusive, there are easy ways to nurture both. #### Focusing On The Consumer When focusing on increasing customer lifetime value, it is crucial to look at the entire [customer journey](http://blog.cmglocalsolutions.com/understanding-the-customer-journey-3-mistakes-you-didnt-know-you-were-making) for your customers and begin to understand how you can influence them. This is no longer about looking at specific media channels and measuring their success independently. This approach will require you to look at the entire scope of your media plan to understand how it impacts your bottom line. Building brand awareness won't show the same "quick results" as conversions, but is an important part of building the lifetime value of a customer. They can't become your customer if they don't know you exist! By mapping out your consumer touchpoints and building strategies that build one another you can better manage your marketing plan to increase the lifetime value of your customers. #### How Do Metrics Factor In? One of the biggest reasons why marketers look to short-term goals and specific channels when crafting their campaigns is because they're easily measurable. After all, it's simple to run a campaign for a few weeks, look at click-through rates and measure sales to determine ROI. However, measuring the long-term effects of multi-channel campaigns spanning many years can be extremely challenging. [Think With Google](https://www.thinkwithgoogle.com/marketing-resources/data-measurement/customer-first-mindset-measurement-strategy/) suggested brands take focus away from individual channel per-click or per-acquisition metrics to overall business KPIs so they can adjust their strategy for maximum impact. While this is a labor-intensive way to gather data, it's the best way for marketers to get a peek into the future and see how their efforts to increase customer lifetime value are progressing. Though it may not be easy and metrics may not be simple to gather or analyze, there are good reasons to shift your focus and add long-term goals to increase customer lifetime value. As data continues to grow and technology evolves, the process will hopefully get easier. #### Related Articles [3 Tips to Measure Offline Marketing With Online Tools](http://blog.cmglocalsolutions.com/3-tips-to-measure-offline-marketing-with-online-tools) [Boost Retailer Customer Loyalty in the Post-holiday Period](http://blog.cmglocalsolutions.com/boost-retailer-customer-loyalty-in-the-post-holiday-period) [Marketing Practices to Kick to the Curb in 2017](http://blog.cmglocalsolutions.com/marketing-practices-to-kick-to-the-curb-in-2017) [![Top 10 Digital Marketing Resources ](https://no-cache.hubspot.com/cta/default/356930/716a5173-7544-4eda-96be-f7b8212d4feb.png)](https://cta-redirect.hubspot.com/cta/redirect/356930/716a5173-7544-4eda-96be-f7b8212d4feb) Topics: [Digital Marketing Strategy](https://resources.cmglocalsolutions.com/topic/digital-marketing-strategy) ### Stay Connected ### Subscribe to Email Updates ### Posts by Topic - [Digital Marketing Strategy (145)](https://resources.cmglocalsolutions.com/topic/digital-marketing-strategy) - [Social Media Marketing (74)](https://resources.cmglocalsolutions.com/topic/social-media-marketing) - [Integrated Marketing (70)](https://resources.cmglocalsolutions.com/topic/integrated-marketing) - [Video Advertising (66)](https://resources.cmglocalsolutions.com/topic/video-advertising) - [Search Engine Optimization (SEO) (63)](https://resources.cmglocalsolutions.com/topic/search-engine-optimization-seo) - [Paid Search Engine Marketing (60)](https://resources.cmglocalsolutions.com/topic/paid-search-engine-marketing) - [Mobile Optimization and Advertising (46)](https://resources.cmglocalsolutions.com/topic/mobile-optimization-and-advertising) - [Premium Display and Banner Ads (42)](https://resources.cmglocalsolutions.com/topic/premium-display-and-banner-ads) - [Content Marketing (41)](https://resources.cmglocalsolutions.com/topic/content-marketing) - [Website Design & Development (30)](https://resources.cmglocalsolutions.com/topic/website-design-development) - [Analytics (23)](https://resources.cmglocalsolutions.com/topic/analytics) - [Retargeting and Remarketing (23)](https://resources.cmglocalsolutions.com/topic/retargeting-and-remarketing) - [Reach Extension and Targeting (21)](https://resources.cmglocalsolutions.com/topic/reach-extension-and-targeting) - [Interactive Design & Creative (20)](https://resources.cmglocalsolutions.com/topic/interactive-design-creative) - [Native Advertising (18)](https://resources.cmglocalsolutions.com/topic/native-advertising) - [Automotive (12)](https://resources.cmglocalsolutions.com/topic/automotive) - [Marketing Strategy (12)](https://resources.cmglocalsolutions.com/topic/marketing-strategy) - [digital advertising (11)](https://resources.cmglocalsolutions.com/topic/digital-advertising) - [social media (11)](https://resources.cmglocalsolutions.com/topic/social-media) - [Local Listings Management (10)](https://resources.cmglocalsolutions.com/topic/local-listings-management) - [Food & Beverage (8)](https://resources.cmglocalsolutions.com/topic/food-beverage) - [Home Services (8)](https://resources.cmglocalsolutions.com/topic/home-services) - [target audience (7)](https://resources.cmglocalsolutions.com/topic/target-audience) - [Responsive Design (6)](https://resources.cmglocalsolutions.com/topic/responsive-design) - [local business (6)](https://resources.cmglocalsolutions.com/topic/local-business) - [Digital Success Series (5)](https://resources.cmglocalsolutions.com/topic/digital-success-series) - [Google (5)](https://resources.cmglocalsolutions.com/topic/google) - [Retail (5)](https://resources.cmglocalsolutions.com/topic/retail) - [Seasonal Marketing (5)](https://resources.cmglocalsolutions.com/topic/seasonal-marketing) - [small business (5)](https://resources.cmglocalsolutions.com/topic/small-business) - [Ask the Experts (4)](https://resources.cmglocalsolutions.com/topic/ask-the-experts) - [Google Analytics (4)](https://resources.cmglocalsolutions.com/topic/google-analytics) - [Professional Services (4)](https://resources.cmglocalsolutions.com/topic/professional-services) - [ROI (4)](https://resources.cmglocalsolutions.com/topic/roi) - [Voice Search (4)](https://resources.cmglocalsolutions.com/topic/voice-search) - [facebook (4)](https://resources.cmglocalsolutions.com/topic/facebook) - [video marketing (4)](https://resources.cmglocalsolutions.com/topic/video-marketing) - [Email Marketing (3)](https://resources.cmglocalsolutions.com/topic/email-marketing) - [Healthcare (3)](https://resources.cmglocalsolutions.com/topic/healthcare) - [Higher Education (3)](https://resources.cmglocalsolutions.com/topic/higher-education) - [branding (3)](https://resources.cmglocalsolutions.com/topic/branding) - [customer journey (3)](https://resources.cmglocalsolutions.com/topic/customer-journey) - [lead-gen (3)](https://resources.cmglocalsolutions.com/topic/lead-gen) - [location data (3)](https://resources.cmglocalsolutions.com/topic/location-data) - [online video (3)](https://resources.cmglocalsolutions.com/topic/online-video) - [targeted display advertising (3)](https://resources.cmglocalsolutions.com/topic/targeted-display-advertising) - [A/B Testing (2)](https://resources.cmglocalsolutions.com/topic/a-b-testing) - [Amazon (2)](https://resources.cmglocalsolutions.com/topic/amazon) - [Google Ads (2)](https://resources.cmglocalsolutions.com/topic/google-ads) - [data (2)](https://resources.cmglocalsolutions.com/topic/data) - [geo-targeting (2)](https://resources.cmglocalsolutions.com/topic/geo-targeting) - [marketing resources (2)](https://resources.cmglocalsolutions.com/topic/marketing-resources) - [ppc (2)](https://resources.cmglocalsolutions.com/topic/ppc) - [social media images (2)](https://resources.cmglocalsolutions.com/topic/social-media-images) - [traditional media (2)](https://resources.cmglocalsolutions.com/topic/traditional-media) - [visual content (2)](https://resources.cmglocalsolutions.com/topic/visual-content) - [B2B (1)](https://resources.cmglocalsolutions.com/topic/b2b) - [Cox OneSearch (1)](https://resources.cmglocalsolutions.com/topic/cox-onesearch) - [Customer Retention (1)](https://resources.cmglocalsolutions.com/topic/customer-retention) - [Instagram ads (1)](https://resources.cmglocalsolutions.com/topic/instagram-ads) - [Magid (1)](https://resources.cmglocalsolutions.com/topic/magid) - [SEO for Beginners (1)](https://resources.cmglocalsolutions.com/topic/seo-for-beginners) - [audio (1)](https://resources.cmglocalsolutions.com/topic/audio) - [boosted posts (1)](https://resources.cmglocalsolutions.com/topic/boosted-posts) - [brand guidelines (1)](https://resources.cmglocalsolutions.com/topic/brand-guidelines) - [job search (1)](https://resources.cmglocalsolutions.com/topic/job-search) - [memes (1)](https://resources.cmglocalsolutions.com/topic/memes) - [multi-location advertising (1)](https://resources.cmglocalsolutions.com/topic/multi-location-advertising) - [omnichannel marketing (1)](https://resources.cmglocalsolutions.com/topic/omnichannel-marketing) - [retail marketing (1)](https://resources.cmglocalsolutions.com/topic/retail-marketing) - [zero-click searches (1)](https://resources.cmglocalsolutions.com/topic/zero-click-searches) ## Free Resources Click [here](http://blog.cmglocalsolutions.com/online-marketing-resources) to visit our archive of free eBooks and White Papers   Search this site: Search ## Our *Partners* & Publishers ![Google Partner](https://cmglocalsolutions.com/wp-content/uploads/2018/01/google_partner_c.png) ![](https://cmglocalsolutions.com/wp-content/uploads/2014/03/04_bng_c.png) ![Tag Registered](https://cmglocalsolutions.com/wp-content/uploads/2018/01/tag_c.png) ![](https://cmglocalsolutions.com/wp-content/uploads/2018/01/digital_content_next_c.png) ![](https://cmglocalsolutions.com/wp-content/uploads/2018/03/http___pluspng.com_img-png_facebook-logo-png-1722-200x42.png) ![](https://cmglocalsolutions.com/wp-content/uploads/2014/03/09_iab_c.jpg) ![](https://cmglocalsolutions.com/wp-content/uploads/2018/01/doubleclick_c.png) ![](https://cmglocalsolutions.com/wp-content/uploads/2018/03/iStock-621141822-1024x683.jpg) ### Get started with Local Solutions today [Contact Us](https://cmglocalsolutions.com/contact-us/) **Cox Media Group** 6205 Peachtree Dunwoody Rd. Atlanta, GA 30328 © 2018 Cox Media Group, LLC. All Rights Reserved. - [Privacy Policy](https://cmglocalsolutions.com/privacy-policy/)