We help you develop a marketing plan designed to attract high-value customers to your brand through Acxiom’s Acquisition Services. Acquiring new customers is one of the most important goals for any company, as it enables brands to build a loyal client base, implement effective loyalty programs, and reduce costs—all leading to improved return on marketing investment (ROMI). However, it’s also one of the more challenging tasks. To succeed, brands must dedicate resources to understanding their prospects and offering personalized, relevant experiences that resonate with potential customers who are actively shopping in the market.
Customer acquisition is the process of gaining new clients, and while not inherently difficult, it requires expertise and knowledge. It’s crucial for any business, as there can be no growth without new customers. By calculating the cost to acquire each customer, businesses can optimize their marketing efforts and improve profitability. Ultimately, customer acquisition involves developing strategies and tracking results to grow the client base while reducing costs.
Even though every business has the ability to develop its own strategy for client acquisition, the most effective place to begin is by thinking about the three stages of the consumer journey during which customer acquisition occurs:
When customers have a need that they want to have met, the first thing they do is investigate the various choices available to meet that need. It is possible that this is one of the first few times that someone has visited your website, and they probably came with the intention of reading material and gathering more information about your company and its offerings.
A customer’s actions, such as researching, browsing, or signing up for notifications and promotions, suggest that they are interested in the product or service. They are comparing your company’s product or service to those of other brands to see whether or not it will satisfy their requirements.
The act of a person making a purchase and thereby turning into a customer is referred to as a conversion.
Finding audiences with a propensity for my product/service
Lowering costs to acquire new customers
Targeting marketing spend efficiently to get new customers or lowering cost per conversion
Create valuable audiences from look-a-like models and enrichment data.
Use models and predictions built on historical actions and responses to implement and coordinate your personalization strategies across all channels.
Create a prospecting system that uses prospect audiences, historical transaction / behavioural data, and predictive models. Manage and coordinate suppressions, segmentations, and distribution channels for activation across offline and digital.
Prospect Lists and data enrichment with segmentation
CDP + Real-time Solution
Prospect Database (+ CDP)
Acquire Suite
This process can also be referred to as a sales funnel or the sales acquisition process. It consists of three stages. It’s important to know how your customers move through this funnel and how to change your customer acquisition strategy for each stage.
Your business should start the process of getting new customers by laying out and planning each step. You will be able to develop a road map to help speed the process if you do this. A business can keep an eye on different parts of the road map at any time, find trouble spots, and make changes to get better results.
To effectively acquire customers, start by identifying your target audience. If you’re targeting multiple groups, it’s often best to create separate acquisition strategies for each. The most successful customer acquisition efforts include personalized components tailored to the interests, needs, and behaviors of specific customers. To understand and reach your target demographic, your company can use strategies such as:
You need to know at this point how to engage with your customers, and the above step can help you do that. Data provided by tools such as Google Analytics can help you with this. What pages are they looking on? Where are they bouncing to?
Acxiom partners with market leading CDP technology providers that enable you to tap into that valuable intent data and use that to inform your acquisition process and nurture your customers, in the hope that they move onto the final stage of the funnel – process.
The final stage in the funnel is the purchase – and this is where it is vital to get it right. Even at this late stage, customers can and do click away. If your user experience is not resonating – perhaps the checkout page is cluttered and complicated or you require too much personal information – they will abandon their cart. Making it a personalised experience, using Acxiom’s Sitecore Partnership, will go a long way towards getting those sales.
Acquiring new customers is essential to the success of any business. In addition to maintaining a healthy trickle of new customers to compensate for natural attrition, one of the most advantageous aspects of new customer acquisition is the fact that customers are highly engaged when they are first introduced to a brand. This is one of the most beneficial aspects of new customer acquisition, and generally fades over time.
We help you develop a marketing plan that will help your company drive new high value customers to your brand.
