Customer acquisition strategy, how to attract customers

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You need new customers.

Here’s how to attract the best.

In this example, you work in the financial industry. You may be a marketing manager or in charge of digital sales. Regardless, you’re trying to figure out how to improve your digital plan to acquire more customers. In the past, you’ve only had mediocre results, and the new customers from digital leads haven’t been the best. You’ve done well with traditional marketing, but you’re getting pressure to show results on your digital channels.

To remain the United States’ largest distributor of pipes, valves, and fittings, Ferguson relies on extensive website testing. And with the right tools, they’ve been able to figure out what works for their visitors and continue to deliver online experiences that win customers over year-after-year, resulting in a revenue boost of 381 percent per site visitor.

To understand your customers, capture more data.

You need to capture data that tells you more about the habits of your customers, like browsing activity, conversion history, or how they react to paid search and campaigns.

Adobe can help. Adobe Analytics is integrated into all things digital, from mobile to social and your website. You can also pull data from Adobe Media Optimizer like campaign performance and paid search.

All your customers. All combined into segments.

Combine all this first-, second-, and third-party data into new customer profiles, based on specific traits of quality customers. Like customers with multiple accounts or bundled policies.

Adobe can help. Adobe Audience Manager collects all your customer data and creates unified audience segments — so you can target the same customers on web, social, search, and mobile.

A better experience is a personal one.

Once you have audience profiles, you can push those segments out to all your channels and start to personalize the customer experience.

Adobe can help. Adobe Media Optimizer pulls audience profiles from Adobe Audience Manager and targets relevant ads to your segments. These dynamic ads are sent across paid search, programmatic buys, and social platforms.

Where it all comes together.

You’d like to attract and retain customers by delivering personalized ads across search, display, and social. You need a solution that helps you automatically deliver these ads to specific customers based on their needs and interests.

Adobe can help. Adobe Target works with Adobe Media Optimizer to test and retarget offers and ads to the right people, improving the customer experience with more relevant and personalized content.

Better results. Better customers.

Now that you really know your customer segments and you’re creating experiences that are relevant to them, you can find and nurture the right customers on your digital channels. You can even connect these same profiles to your traditional media. Which means you can now show better results for your digital acquisition plans and budget.

Why Adobe.

In the past, to create such a unified digital marketing plan, you would need to cobble together a series of point solutions. Today, Adobe Experience Cloud unifies all these marketing tools into one integrated solution. No one else offers such deep integration with analytics, data management, optimization, and personalization.

Read our recent paper, Accelerating Digital Sales with a Data Management Platform, to learn how to energize your sales with a data management platform.