It’s no secret that acquiring new customers is difficult. While most companies work to derive as much value as possible from existing customers–which they should—your business will have a tough time reaching its growth goals if new customers are never brought into the fold.
In the digital era, customer interactions occur online, and in shorter, more frequent stints, rather than the longer in-person, but less frequent, interactions of old. Likewise, traditional marketing meant focusing on customer segmentation and campaign performance measurement. That no longer works. Instead, the focus needs to be on individual preferences and intentions. Not doing so can lead to missed opportunities.
Luc Burgelman, CEO of NGDATA, gives the four steps to acquire new customers in the digital era.
Click here to read the full article in CustomerThink.
