So we’re on to the next phase, which turns out to be old news: marketing is about getting and keeping good customers. And the best measure keys on an understanding of the Lifetime Value of A Customer, or at least the value of winning their favorable brand perceptions and behaviors past the next click.

There is some truth in the idea that there’s no such thing as brand loyalty anymore. But it’s more accurate to say you can’t assume loyalty anymore; you have to work for it continuously. And it’s also clear, as a result, that a small but loyal customer base is more of a valuable asset than ever.

If all you’re measuring is sales and traffic, you are not doing marketing. You are not measuring customer acquisition and retention; you are measuring dollar volume acquisition and retention. A good score there will keep you employed through your quarterly Board meeting. Congratulations.

But think now about the question of what happens when you adjust your view to consider the next purchase, the next year, or a lifetime. What asset are you building? What value are you creating? What relationships are you solidifying? How does that change the way you approach your interaction with customers and potential customers through design, technology, social media, social responsibility, metrics, advertising, customer service, and even how you hire and train staff?

The answer is, it can change everything.

What’s magic is that the further out you think, the greater the chance that the interests of your customers and the interest of your organization, and even greater social interests, intersect and align. The more likely it is that you will be competing for customers, not competing against your own interests.

You could argue that the most important role of marketing in any organization is to get people thinking longer term, about getting and keeping customers and growing a meaningful, profitable company.

So adjust your sightlines forward a notch and we’ll explore further in Part 2.

P.S., A related read on Seth Godin’s blog: http://sethgodin.typepad.com/seths_blog/2009/11/embracing-lifetime-value.html

• The Bohemian Highway is a real stretch of road that winds through Northern California vineyards and redwood forests. Or else it’s something much more than that.
• It’s a short road, really. Except that once you’re on it, it never really ends.
• The shortest distance between two points may be a straight line. Which is great to know if you want life to be short.
• Life will throw all sorts of bumps, twists, and turns at you. If you’re lucky.
• You may be on the Bohemian Highway right now and not even realize it.
• Webster’s can’t really define Bohemians; Bohemians define themselves.
• Boldly go where no one has gone before. Or humbly go. Or sprightly go. Point is, just get there whatever way you want.
• It is said that the journey is the reward. It is not, however, said often enough.
• Imagine living life through the eyes of an artist. There, you just did it.
• It’s not that this road can’t get you there quickly. It’s that this road already got you there.
• When you really stop and think about it, there’s no such thing as a detour

Check out the full project tour at FINE.