Acquisition deals with how companies attract and convert customers on their site (or in their store). In ecommerce, acquisition mostly focuses on the specific actions and channels that gain your company new customers. Companies put tons of resources and marketing dollars into their acquisition strategies to optimize their customer acquisition cost (CAC). Defining which content, promotions, advertising, social media and traditional marketing methods like print ads, billboards, radio, and television bring in the most high value customers for the least monetary investment possible is the goal with acquisition.
What are Customer Acquisition Channels?
Customer acquisition channels include any public facing methods of bringing in new customers to a business. Generally, ecommerce brands place the most emphasis on digital acquisition channels as advertising on the internet and social media is the most relevant and effective way to get customers to click into their site. Prominent digital channels include:
- Content Marketing
- Search Engine Optimization (SEO)
- Social Media (Paid & Organic)
- Paid Advertising (Google Ads, etc.)
- Mobile Marketing
- Referral Programs
- Affiliate/Influencer Marketing
This is not to say that traditional marketing and acquisition channels are out of the question for ecommerce brands. In fact, data suggests that some traditional marketing channels have surprisingly high return on investment (ROI) even in the digital. Prominent traditional acquisition channels include:
- Broadcast (TV & Radio)
- Direct Mail
- Phone Calls
- Outdoor Advertising (Billboards, Posters, etc)