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Online customer acquisition campaigns deliver a list of responsive consumers who have expressed interest in specific brands and products and have requested (or opted-in) to be marketed to. Marketers can then immediately engage these interested consumers with one-to-one dialog and convert them to long-term, profitable customers.
Why is online customer acquisition so effective at engaging consumers? Because it gives consumers what they want: control over the messages they receive and when and how they receive them. By allowing consumers to self-select marketing messages, it ensures they're already interested in and engaged in your brands and products.
In this model, consumers' permission and privacy are guaranteed, leaving them confident they'll only receive marketing messages they want; making it more likely they'll see and be receptive to your message, and more importantly, respond to your call to action, whether that be purchasing your product, printing an online coupon or taking advantage of a promotional offer.
The key to a successful online customer acquisition campaign is using multiple online channels and tools such as email, search, vertically targeted consumer web properties, dynamic polls and co-registration. Because consumers are online for varied reasons (i.e. researching products, comparing prices and varieties, purchasing, et cetera) and because individual online behavior itself is so different, it's important to use several methods to reach consumers.
Here's a snapshot of some of the key channels and tools mentioned above, including why each is effective in consumer engagement as well as some advice for implementing as part of an online customer acquisition campaign.
Next: Acquire customers with email
