Customer acquisition sector probed

customer acquisition market probedThe DMA is attempting to give marketers greater insight into how they can get their hands on new customers with the launch of the second Customer Acquisition Barometer.
The survey, which is being carried out in partnership with customer acquisition agency The Media Octopus, will be expanded from B2C to include B2B acquisition.
The project will again benchmark industry acquisition metrics, but also monitor progress against last year’s results, and check against incoming data protection regulation.
The research will be in three parts: first, a quantitative survey of more than 1,500 consumers; a survey of marketers; and industry focus groups.
As last year, the report will benchmark verticals such as utilities, automotive, finance and travel, and examine how businesses acquire customers online and offline.
Key findings from last year included: brand websites and email are the preferred ways to connect with brands; there was a significant mismatch between marketers’ use of social media (77%), and consumers who say social has influenced a brand decision (9%), and perhaps less surprising, few consumers read privacy policies.
Metrics will include channels, budget allocation, cost-per-acquisition and consumer privacy concerns. The findings will be revealed in September.
Media Octopus head of strategy Andrew Colwell (pictured) said: “Quite rightly, businesses place a great deal of importance on acquiring new customers. The good news is that consumers are happy to be acquired ā€“ the results of The CAB research will provide senior marketers with the intelligence on how best to go about this. Ultimately, it’s all about customers.”
DMA executive director Chris Combemale added: “The first Customer Acquisition Barometer created something unique ā€“ benchmarks for finding new customers. As digital technology evolves, it has never been more important to monitor how and why consumers opt in.
“Most consumers shared information last year. Will rising consumer concerns about data sharing force this number down this year? With 79% of consumers ignoring privacy policies, the onus is on marketers to behave responsibly and offer clear opt outs.”

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3 Comments on "Customer acquisition sector probed"

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  2. Bigger and better… #CAB2015
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  3. RT @colwellNSNO: Bigger and better… #CAB2015
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