The great thing about digital media is that it can be leveraged to produce almost any measurable business result. The horrible thing about digital media… is that it can be leveraged to produce almost any measurable business result.
As a long-time digital agency employee, I have had years of experience working with clients with varied business objectives that come to us to leverage search and digital media to reach those objectives. In this three-part blog series, I’ll discuss which digital tactics can most effectively solve for individual objectives—and which tactics we should avoid.
Leveraging search and digital for new customer acquisition
70% of marketers say customer acquisition is a top priority, a number that continues to grow. But acquisition can mean different things to different marketers. For example, a company with a complex product/service may decide that awareness-building is a core performance indicator, whereas a mid-priced retailer may only count a purchase from a new customer as an acquisition event. Though the traditional media funnel is “dead”— it is now always-on, consumer-dictated, and non-linear— we still need to make sure we’re reaching the desired audience with the right message at the right time to acquire them as customers. This is where choosing the right digital tactics comes in.
Who are your desired customers, how many do you need, and at what cost?
The first matter of business in any digital acquisition program is to have clear goals in mind and to ensure they’re well understood by the brand’s executive and marketing teams as well as the agency partner(s). Understanding what your ideal customer “looks like” is the first step to a successful strategy.
If you are a brand that hasn’t yet undergone customer segmentation, persona development or customer journey work, it’s a good idea to review existing customer data in the CRM database and try to glean insights from it. If you don’t know who your best customers are, what they need and expect, and how they buy, the acquisition program will be focused on numbers by default—how many customers you can get vs. how many desired customers you can get.
Once you know more about the customers you’re trying to acquire, it’s time to set clear and defined targets. Is there a certain volume of customers the brand needs? If so, in what time frame? Is there seasonality to the business? Perhaps most importantly, what is the brand willing to pay for each new customer? All this: customer knowledge, how many are needed, and the maximum cost per acquisition will be core factors in determining what channels, tactics and spend levels are required for the program.
Understanding the channels and tactics for acquisition
Each potential customer will encounter a brand’s message at different points in their journey. Some may have no familiarity with the product or offering, while others may be familiarity via past brand experience or word-of-mouth. That’s why a seamless experience with the brand—regardless of channel—will lend itself to improved acquisition rates. The idea is to remove any friction the user may have with the brand across platforms and to speak consistently in the same brand voice and tone.
With that in mind, it’s time to build a media plan for customer acquisition. A media plan can include:
With that said, a smart marketer will never “set it and forget it.” The human element of observation, insight gathering and manual optimisation is what pushes the campaign to its maximum efficiency. When campaigns are left to automation only, the performance can be drastically worse than those maintained “by hand.” It’s key to test into automated bidding and ensure a human is overseeing and vetting all the decisions the algorithm makes.
Another core element that paid search provides is the ability to segment out existing users. Already have them as a customer, and don’t want to pay to advertise to them in search? Great – upload your CRM list and prevent those users from seeing your search advertising. Already have them as a customer but want to upsell them on your new product or service? Great – upload your CRM list and show certain users your search ads with specific ad copy and landing pages about that new product or service, rather than the general campaign copy.
Plan for acquisition, optimise for success
This is just a snapshot of what’s possible in a digital acquisition program. While it’s easy to feel overwhelmed by all the options, I recommend viewing this abundance in a positive light. Marketers have a variety of tools at your disposal, all of which can be artfully leveraged to meet your acquisition objectives! Once you’ve done your customer research, know how many customers you want to get and what you’re willing to pay for them, you’re ready to start making a plan.
Jenna Watson is the VP Digital Media at DAC and is based out of the Chicago office. To learn more about how digital strategy can help drive your business objectives, please get in touch with DAC!