After Purchase Marketing - The New Digital Strategy

This provides an extensive overview of a book by Toshiyasu Nishii titled, "The Science of Continuously Increasing Customers: New Strategies for Marketing in the Digital Age," which advocates for a fundamental shift in marketing focus. The author redefines winning strategies as "Jōseki" (established best sequences) and introduces a detailed 10-stage customer journey, heavily weighted toward post-purchase phases like habitual use and advocacy. Key concepts for achieving long-term customer relationships include "Effortless" service, which stresses simplicity and initial success, and a "UGC (User Generated Content) First" approach to strategically leverage customer voices for new acquisition.