Growth Marketing with Customer Journey | Guide to Subscription


Customer Journey

In the competitive world of subscription-based businesses, marketers are constantly seeking innovative strategies to drive customer acquisition and retention. As the digital landscape evolves, the traditional marketing funnel has expanded to include a more holistic approach known as the customer journey. Understanding and optimizing this journey is crucial for growth marketing in the subscription industry. Post-transaction advertising solutions such as Fluent’s offering enable brands and advertisers to enhance their acquisition strategy and enable publishers to tap into new revenue streams with personalized offers at the moment of purchase.

The Customer Journey: A Holistic Approach to Marketing

The customer journey encompasses every interaction a customer has with a brand, from the initial awareness stage to post-purchase engagement. For subscription-based businesses, this journey starts with the moment a potential customer becomes aware of the brand’s offering and extends through the purchase decision, subscription period, and beyond. Each touchpoint along this journey presents an opportunity for marketers to engage and influence the customer’s experience. By appreciating and optimizing the customer journey, marketers can create a more personalized and compelling experience, leading to increased customer loyalty and long-term value.

The Subscription Customer Journey

In the subscription industry, the customer journey is characterized by distinct phases, each with its unique set of challenges and opportunities. The first phase involves the customer’s initial discovery of the subscription service, often through marketing channels such as social media, search engines, or referrals. This is followed by the consideration phase, during which the customer evaluates the offering, compares it to alternatives, and ultimately makes the decision to subscribe. Once a customer becomes a subscriber, the focus shifts to delivering on the promised value and nurturing the ongoing relationship. Finally, the post-purchase phase involves engaging the customer to renew the subscription or upgrade to a higher-tier offering.

Optimizing the Customer Journey for Growth Marketing in the Subscription Industry

Growth marketing in the subscription industry requires a deep appreciating of each phase of the customer journey and the ability to leverage data and insights to drive continuous improvement. Post-transaction advertising solutions, such as Fluent’s offering, play a critical role in this process by enabling brands to deliver personalized offers at the moment of purchase, enhancing the overall customer experience and driving incremental revenue.

At the initial discovery phase, targeted advertising can help increase brand awareness and attract qualified leads. By leveraging data and customer insights, marketers can create personalized messaging and offers that resonate with potential subscribers, prompting them to take the next step in their journey. As customers move into the consideration phase, tailored promotions and incentives can help tip the scales in favor of subscribing, creating a seamless transition from consideration to conversion.

Once a customer becomes a subscriber, ongoing engagement is key to maintaining satisfaction and driving long-term retention. Post-transaction advertising solutions provide an opportunity to present personalized cross-sell or upsell offers, enhancing the value proposition and incentivizing subscribers to upgrade or add complementary services. By delivering these offers at the moment of purchase or interaction, brands can capitalize on the customer’s interest and increase the lifetime value of a subscriber.

In the post-purchase phase, maintaining customer engagement and driving renewals is essential for sustained growth. Post-transaction advertising solutions enable brands to deliver targeted messaging and offers that encourage subscription renewals, rewarding loyal customers and fostering a sense of ongoing value. By continuously optimizing the customer journey and leveraging personalized offers, marketers can drive incremental revenue and strengthen customer relationships, contributing to long-term business growth.


In the dynamic and competitive landscape of the subscription industry, mastering the customer journey is essential for growth marketing success. Post-transaction advertising solutions, such as Fluent’s offering, provide marketers with the ability to optimize each phase of the customer journey and drive incremental revenue through personalized offers at the moment of purchase. By appreciating the unique challenges and opportunities within the subscription customer journey, marketers can create a more compelling and personalized experience, ultimately leading to increased customer loyalty and sustained growth.