The challenges of customer acquisition
The main challenges of acquisition marketing relate to the ability to reach a large potential target, to generate qualified leads, and to work on these leads effectively, thanks to campaigns and the prospect experience, until conversion into order or purchase.
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Identify and target your future customers
To acquire new customers, it is first of all a question of knowing your market, your targets. Knowing customers through data and audience profiling tools is therefore a first step.
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Increase your visibility and reach your prospects on all channels
Thanks to the knowledge of your customers, you will be able to reach similar profiles across all channels, thanks to targeting solutions such as DataMatch.
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Collect data and qualify your leads
To capitalize on your acquisition investments, create first-party data collection systems and develop your prospect database. This will allow you to depend less on cookies and create a more efficient qualification and targeting system. The data will allow you on the one hand to segment and personalize prospecting messages, and on the other hand to score and better qualify your leads to prioritize your media and commercial investments.
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Work all stages of the marketing funnel and optimize conversion
Customer acquisition is based on an overview of customer journeys: from their visit to your site to their first order, the prospect’s experience must be fluid and personalized. The relationship with the prospect must be maintained and nurtured (prospect relationship management) and when the transformation of the lead is done digitally, the paths of the site and mobile applications must be designed to optimize conversions at each stage (conversion rate optimization).
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Measure the performance of each lever and optimize your mix of acquisition levers
To increase the return on investment (R.O.I.) of an acquisition marketing strategy, the first step is to acquire means of measuring conversions at each stage, on and off-line. Then, it is necessary to measure the attribution of conversions to each lever in order to optimize the marketing mix. Finally, it is relevant to measure the quality of leads not only on conversion, but on the value of new customers over time.
