In its article "15 Ideas for Anchoring Your Marketing Approach Around Customer Behaviors and Preferences", IBM Marketing Cloud is talking about Acquisition.
"With constant pressure in many companies to grow their contact list/database, acquisition is a key function for the majority of marketers. Typically, effective marketers use a combination of several tactics to drive database growth, including events, focus groups, content marketing, print/TV/radio advertising, SEO, paid media, social, telemarketing, email, SMS and more. Some marketers tend to focus on more outbound activities despite the potential for inbound marketing to substantially improve lead generation results. If your message is already resonating with an individual, then there’s a good chance of that person converting from an unknown to a known lead through the acquisition process. Here are some easy-to-implement tactics to help enhance your acquisition efforts:
More than 2 billion people (about 1/3 of the world’s population) use social networks. Allowing customers to register using one of their social IDs such as Facebook, Twitter or LinkedIn can help make the opt-in experience faster and better, something that’s even more critical given the increase in engagement on smartphones, where filling out forms can be cumbersome.
From a marketer’s perspective, this reduces form abandonment and provides access to key pieces of customers’ social profile data (exact fields vary depending on the social network) that can be used to retarget and personalize the customer experience. Relatively easy to implement, social login is a list acquisition strategy you should strongly consider if you aren’t already employing it."
To be continued....
Share & comment about your point of view!