Prepared for Matt A. | Delivered February 15, 2020
Personalization, Acquisition, Retention
To provide best practices for going from "0
" to best in class and challenges faced by marketers when it comes to customer acquisition and retention.
One of the biggest challenges to marketer when it comes to customer acquisition is the c
ost of advertising.
, "the median cost-per-click for Facebook News Feed ads has risen from
in the second quarter of 2018, to $0.64 during the second quarter of 2019."
cost per acquisition
has also been rising rapidly in the last several years.
That is partially due to the fact that many of the marketing channels are
For instance, a study done by Power Digital marketing showed that visitors on the Facebook News Feed "
spent less than a second
on the site and did virtually nothing."
Differentiation and Advertising Messaging
Another big challenge faced by marketers is the sheer
volume of ads presented
According Market Reach, customers are presented with over
5,000 different ads
per day, which makes differentiation extremely hard to achieve.
The issue is especially relevant in the case of
where consumers are being shown the same ad multiple times. This can lead to serious discontent and a potential for customers to switch brands.
In fact, trust in ads has more than halved in the last 25-30 years, going from
in the 1990s to below 25% in 2018.
As such, it is important to always make sure that the focus of the acquisition campaign is to build trust and provide a
to the potential customers.
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