ADMA has been researching current marketing challenges, future trends and the latest innovations for their direction in 2012. A few very interesting discussions have taken place but the key topic at the moment is acquisition.
Yes customer acquisition is hot in marketing today, particularly seen when companies continue to drive down their sale prices even further, but it’s definitely not a new area. So you may ask why there continues to be a lot of buzz around this topic.
Firstly, acquisition marketing channels are making a comeback after a slight dip in spend that was caused by economically-driven caution on the part of marketers (or their company). But more importantly as society, media and technologies evolve, acquisition does to. How new technologies, social commerce, content and new media are changing reflects on the ways and means that marketers reach out to new customers and continue to engage and convert existing ones.
Developing strong brand awareness is also front of mind for marketers as they try to capture value from a halo effect. Attention is being found on the user experience rather than feeding users with information they don’t want.