The challenge
You need new customers — without new budget.
Across most industries, the average cost of acquiring a new customer continues to increase, despite having numerous ways to reach them. You need to design your digital campaigns to grow your client base, not just with more customers, but also with higher-value accounts. If you’re feeling pressure to show better results on digital channels, you find yourself saying:
“I need better customer data for lead generation and retargeting campaigns.” You need a way to include insights from campaign data in order to build personalized experiences that will attract high-value prospects.
“I need an attribution model that will identify how I found my best customers, so I can spend money where I’m getting the best return.” Conversions are increasing, but without understanding the most reliable triggers, you will continue to play roulette with your marketing dollars.
Four challenges that keep you from attracting the best new customers:
You can't leverage customer data for digital or traditional advertising.
Your retargeting approach is not granular enough to be effective.
You lack visibility into actions and synergies across search, display, TV, audio and other media channels.
You have difficulty delivering relevance when your customers act, due to poorly-connected technology.
For more customers, think data.
Accessible, integrated customer data can help you find new audiences that are like your current customers. But many marketing and advertising executives report problems with both data and technology:
44% admit issues with their own data — it’s inaccurate, old, or conflicting.
41% say they have issues with marketing technology — it’s slow to match data, has insufficient capabilities, or is disconnected.
The solution
Learn to read the clues your customers leave behind.
Acquisition Deceleration vs. Acquisition Acceleration.
Acquisition deceleration happens when customer data gathered from digital channels isn’t used for advertising, and retargeting capabilities become limited and obsolete. When you can’t effectively attribute impact among paid media channels such as search, social, and display, ROI from digital channels slows to a crawl.
vs.
Acquisition acceleration is the ability to engage high-value customers at a faster pace and a lower cost, no matter where they are. You’ll enrich audience segments with behavioral data from multiple channels. You’ll also be able to attribute conversions to the correct channels in real time, increasing valuable engagements and conversions.
Customer acquisition = Accelerating your ability to move more of the right people to complete a transaction, by capturing online behavior, creating audience segments with high lifetime value, and delivering dynamic cross-channel offers.
The best brands are consistently growing their client base with a steady stream of new customers. Accelerate your customer acquisition by:
Targeting unified audience segments from multiple data sources.
Tracking digital behavior to enrich audience segments and improve targeting.
Delivering dynamic ads across all relevant touchpoints for true omnichannel advertising.
Attributing impact to optimize your budget across all channels.
Reach millions of customers.
Find a solution for producing millions of ads and delivering them to individuals, one at a time, in Infinite Brilliance article.
The Adobe Advantage
Increase customer acquisition with Adobe.
We understand that the future of any successful business hangs on the power to acquire new, high-value customers without spending more than you need to.
By starting with the right analytics platform, we can help you identify new or anonymous visitors to your sites. You can collect the interaction data and behavior of those visitors through analytics technology, allowing you to better identify the visitors and their preferences.
Identify highly qualified prospects faster in just four steps:
CAPTURE
online behavior and use it to build segments and create offers.
CREATE
audience segments from your unified data, enriched with supplemental data.
DELIVER
the right offers in real time across channels.
CLOSE THE LOOP
by optimizing channels, data and creative for more relevant advertising experiences.
We can help you create and enrich audience segments with data collected from web behavior, customer relationship management solutions, and other sources. Once this data is combined in your data management platform, you can form audience segments for more precise targeting. Dividing customers into segments helps you deliver dynamic offers to the right audience for a more personalized experience.
Finally, you can bring the process full circle through on-site personalization — using rules-based targeting systems that automatically match relevant content with audience IDs — and provide a quicker response at scale.
Customer story
New customers now boarding.
Canadian airline WestJet believes its company’s philosophy of “just because you pay less, doesn’t mean you get less” should also apply to its customer acquisition strategy. With Adobe solutions, WestJet is maximizing its budget to reach customers with relevant ads that help drive conversions, improve online experiences, and lead sales directly to their site.
“Because we can see how successful our campaigns are, we know which ones are best at encouraging customers to book on our website instead of other channels.”
Ahmed Elemam
Senior Digital Analyst, WestJet
With Adobe-powered customer acquisition strategies, WestJet saw these results:
- 40% less time supporting search engine marketing
- Overall costs for weekend campaigns dropped by 14%
- More conversions due to tailored content and retargeting campaigns
- An understanding of what customers want based on cross-channel data
Get more of the best customers, faster.
We help you convert and keep high-value accounts. With distinct audience segments built from integrated data sources, you can create compelling content for optimal channels. And since the entire chain of events is managed within native Adobe solutions, you get a seamless experience that is unparalleled in the industry. Not only will you accelerate your digital customer acquisition strategies, but you will be able to manage costs as you attribute success to the right sources.
You improve new account quality by targeting combined data sets.
You increase conversion rates by connecting messages to behavior.
You make the most of your marketing dollars with proper attribution.