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Much like the phases of the moon, your buyers go through a series of stages as they engage with your ecommerce brand. First, an anonymous user browses your site, then makes a purchase, then another, and slowly but surely becomes a loyal customer. This is the customer lifecycle, and understanding the ins and outs of this ever-changing process is the key to effective B2C marketing. The depth of segmentation and detail of your customer lifecycle influences all of your marketing activities. You cannot market to one-time buyers in the same way that you market to a loyal customer of 5 years. Here’s how to map personalized marketing to each step in the ecommerce customer lifecycle.

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