The state of customer acquisition infographic
- 1. HOW AMERICANS WANT EXCLUSIVE OFFERSMORE OF THE SAME WON’T BRING DIFFERENT RESULTS These results were drawn from “The State of Customer Acquisition - How Marketers are Confronting the Challenges of a Noisy Marketplace.” You can download the full report here. About the Study SheerID partnered with WBR Insights to survey 150 leaders in customer acquisition across five different consumer-facing industries. Most respondents represent B2C companies generating $1 billion or more in annual revenue. Digital Marketers Are In a Pressure Cooker Are under more pressure to meet acquisition and revenue goals than last year. Differentiating from competitors Privacy concerns and/or privacy regulations Marketers say their greatest challenge is brand differentiation. Privacy concerns and regulations make reaching their buyers even harder, and rising costs means they have to do more with less. Marketer’s are stuck between a rock and a hard place. While they believe more promotions are effective, they also realize flooding the market with universal discounting makes it hard to stand out. What is your greatest customer acquisition challenge? What is preventing you from seeing higher conversion rates? How do you expect your spending to change next year? Would you be interested in creating a gated offer to improve conversion rates? –TOP CHALLENGES– 23% 19% 16%16% 13% 12% Increasing costs (eg. CPC, CPM) of current channels Internal issues (eg. limited operational resources, or hard to reach goals) Reaching my target audience Decreasing conversion on promotions and offers %60 of marketers are troubled by their lack of control of consumer data with online and social advertising networks. %55 Consumer fatigue or conditioning to discounts A lack of differentiation An inability to target a specific segment of marketers regularly use universal price discounting as a customer acquisition tool. of all marketers run promotions quarterly or more. of marketers believe running more promotions and discounts would help increase sales. in1 2 marketers are worried about the rising costs of digital advertising. Marketers plan to increase promotions, but that will only raise the level of noise in the marketplace. 90%61% 56% Increase Spending Same Spending Social Broadcast (TV / Radio) Display Print Search EmailDirect Mail Out-of-home 97% 97% 97% 95% 94% 97% 88% 97% 91% CHANGE IS COMING %71of marketers are looking for ways to differentiate through new ad channels. %70 of marketers said they would either test or regularly use gated offers. Gated offers are promotions designed for members of a particular group, such as students, teachers or the military, and customers have to prove their eligibility to receive them. This ability to personalize a promotion makes gated offers a highly appealing approach to customer acquisition. YES, I would regularly use it as part of my promotion mix YES, YES, I would test it I would do more research NO, I would not use it HOW AMERICANS WANT EXCLUSIVE OFFERSMARKETER'S SEE A LIGHT AT THE END OF THE TUNNEL: GATED OFFERS THE CURRENT APPROACH DELIVERS DIMINISHING RETURNS FREQUENT AND MASS DISCOUNTS ARE LIKELY FUELING THE PROBLEM HOW AMERICANS WANT EXCLUSIVE OFFERSWHAT’S CAUSING THE PRESSURE? Said it’s so bad, they “feel like Bill Murray in Groundhog Day — running on a never-ending hamster wheel” 40% 8 10/ %54 %53 36% 34% 25% 5%