Before the internet, marketing used to be a pretty straightforward discipline based on location. In fact, the popular real estate mantra of “location, location, location” applied to marketing as well — retailers built stores near populations who were interested in buying their products.
Everything changed when the Internet came along, and the location-based approach gave way to marketing based on “the who.” Knowing and marketing to customers’ specific traits, preferences and behaviors has dominated marketing for over a decade now, and most of the tools and platforms on the market — perhaps up to 90 percent of them — are retention based
“Unfortunately, this has left a huge hole in strategy because nobody’s focused on acquisition. Keeping the customers you have is great; it’s important and there are more than enough technologies and platforms out there to help you do that,” said Christopher Day, co-founder and CEO of DemandJump