How to Build a Long-Term Digital Marketing Strategy for 2025

Are you feeling overwhelmed by the fact that in direct-to-consumer (D2C) e-commerce, there is a lot of pressure to deliver immediate results?

We get that! Brands seem to frequently emphasize short-term metrics, such as Return on Ad Spend (ROAS), but neglect deeper, more impactful metrics that actually drive sustainable growth, such as Lifetime Value (LTV), Customer Acquisition Cost (CAC), time to repeat purchase, and contribution margin.

If you want your e-commerce brand to thrive in 2025 and beyond, it’s time to shift your focus from quick wins to long-term value. This guide will help you understand why long-term strategies matter, how to build them, and what steps you can take to ensure your marketing drives real, lasting growth.

Why Long-Term Value is Non-Negotiable for D2C Brands

It seems like nowadays, brands prioritize results today at the expense of sustainable growth tomorrow. This isn’t a good approach, though. Here’s why a short-term mindset can be detrimental:

• ROAS vs. Real Metrics: While ROAS provides an instant snapshot of ad performance, it doesn’t reflect overall profitability or customer retention. LTV, CAC, and contribution margin are better indicators of long-term success.
• Customer Behavior Takes Time: The customer journey is multifaceted and doesn’t end at a single purchase. Real marketing considers every touchpoint, from discovery to repeat purchases and beyond.
• Building a Brand Takes Patience: Strong brands that stand the test of time are built through consistent, meaningful customer engagement and a clear value proposition that resonates.

The Customer Journey: A Key Part of Long-Term Marketing

Effective marketing drives visibility and action across the entire funnel—pre- and post-purchase. Each stage is really important and needs individualized attention. So, let’s break this down into key stages:

1. Discovery: Customers first learn about your brand through ads, social media, influencers, or word of mouth.
2. Understanding: They evaluate how your brand solves their problems or adds value to their lives.
3. Evaluation: Customers compare your brand to competitors and seek external validation through reviews or recommendations.
4. Purchase: They visit your site and make their first purchase.
5. Repeat Purchase: A positive experience motivates them to return and buy again.
6. Advocacy: Loyal customers spread the word, driving organic growth through referrals.

Each step requires carefully tailored marketing efforts in order to nurture customers effectively.

Examples of Long-Term Strategies That Deliver Results

So, how can you create a strategy that delivers results? Here are some more detailed examples of how D2C brands can adopt long-term strategies that prioritize customer value:

1. Focus on Lifetime Value (LTV)

Instead of chasing immediate revenue, design campaigns that maximize LTV. For example:

• Email Marketing: Use personalized email flows, such as welcome sequences, abandoned cart reminders, and post-purchase thank-you emails.
• Subscription Models: Encourage repeat purchases by offering subscription options for consumable products.

2. Improve Customer Acquisition Costs (CAC)

Rather than just reducing CAC, focus on acquiring high-value customers who are more likely to make repeat purchases.

• Lookalike Audiences: Use Meta and Google Ads to target lookalike audiences based on your best customers.
• Influencer Collaborations: Partner with niche influencers whose audiences align closely with your target market.

3. Invest in Content Marketing

Content builds trust and educates potential customers, making them more likely to convert and remain loyal to your brand.

• Blog Posts: Share in-depth guides, like “How to Choose the Perfect Baby Carrier,” if you sell baby products.
• Video Tutorials: Create YouTube videos demonstrating how to use your product.
• User-Generated Content (UGC): Showcase reviews, testimonials, and social media posts from happy customers.

4. Prioritize Post-Purchase Engagement

The sale doesn’t end after checkout. Retention is just as important as acquisition.

• Loyalty Programs: Reward repeat purchases with points, discounts, or exclusive perks.
• Customer Support: Offer outstanding support to build trust and reduce returns.
• Remarketing Campaigns: Use ads and emails to re-engage past customers with relevant offers.

5. Measure Contribution Margin

Ensure your campaigns deliver true profitability by tracking contribution margin—the revenue remaining after variable costs.

• Example: If you’re running a sale, calculate how the discount affects your margin. Ensure the promotion attracts high-value customers who’ll purchase again.

Practical Steps to Build a Long-Term Marketing Strategy

Wondering how you can prioritize long-term value over short-term gains? Here are a few things to try: 

1. Define Your Core Metrics: Shift your KPIs from ROAS to metrics like LTV, CAC, repeat purchase rate, and contribution margin.
2. Invest in Brand Awareness: Run top-of-funnel campaigns on social media and YouTube to reach new audiences.
3. Optimize for Customer Experience: Ensure your website is user-friendly, fast, and provides helpful information.
4. Build a Loyalty Loop: Create email flows and remarketing campaigns to re-engage customers post-purchase.
5. Test and Learn: Use A/B testing to refine your messaging, offers, and creative. Allocate a portion of your budget to testing new ideas.
6. Commit to Patience: Understand that building a sustainable brand takes time. Set realistic timelines for seeing ROI on long-term initiatives.

In 2025, the brands that will thrive are those that commit to playing the long game. Quick wins may provide a temporary boost, but sustainable growth comes from focusing on the bigger picture: building a brand that customers love and trust.

Remember, great marketing isn’t just about acquiring customers; it’s about nurturing relationships, driving loyalty, and creating lasting value. When you prioritize long-term strategies, you’re setting your brand up for enduring success.

Greg Shuey

Greg is the founder and CEO of Stryde and a seasoned digital marketer who has worked with thousands of businesses, large and small, to generate more revenue via online marketing strategy and execution. Greg has written hundreds of blog posts as well as spoken at many events about online marketing strategy. You can follow Greg on Twitter and connect with him on LinkedIn.