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What is Customer Acquisition?

by Jordan Ehrlich, on April 19, 2019

What is customer acquisition?

Definition of Customer Acquisition:

Customer acquisition refers to bringing in new customers - or convincing people to buy your products. It is a process used to bring consumers down the marketing funnel from brand awareness to purchase decision.

The cost of acquiring a new customer is referred to as customer acquisition cost (or CAC for short). Once the customer acquisition process is complete, it then hands itself to customer retention & re-acquisition. 

How do you acquire customers?

You can acquire customers through a variety of marketing tactics, digital channels, and strategies (both on or offline). It often involves a mix of cross-channel marketing campaigns, which could include:

  • Display Advertising
  • Social Media Marketing
  • Search Marketing
  • Content Marketing
  • Affiliate Marketing
  • Email Marketing
  • Or any mix of marketing initiatives

In order for any customer acquisition strategy to be effective, it must evolve with ever-changing consumer behavior and preferences.

Customer Acquisition FAQs:

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