From Adweek · Seth Simons · · 1m
New Customer Acquisition Playbook
Marketers adjust strategies to calculate customer acquisition costs amid fragmented journeys.
In brief
Marketers adjust strategies to calculate customer acquisition costs amid fragmented journeys. Marketers must adjust for fragmented customer journeys and experiment with messaging to drive incremental reach. Originally reported by Adweek.
Marketers face confusion
Modern marketers struggle to measure marketing spend effectiveness as customer behavior evolves.
“There’s more confusion and complexity than there ever was”
Shopify’s Jess Jacobs
Jess Jacobs, Shopify’s VP of shop growth, says 50% of marketing spend is wasted but unknown.
“I know 50% of my marketing is wasted; I just don”
Shopify’s Samir Pradhan
Samir Pradhan, Shopify’s VP of product management, emphasizes understanding new customer value.
“The key to me is to understand how much a new customer is worth”
Naked & Thriving’s Scott Kramer
Scott Kramer uses Shopify analytics to identify customer acquisition costs across channels.
“That doesn’t mean we shouldn’t spend anything on past customers”
Petzey Pet Telehealth’s Ameetess Dira
Ameetess Dira focuses on lifetime value over new customer acquisition.
“We want to focus on lifetime value: educating the consumers”
Marketers experiment with channels
Marketers experiment with messaging and targeting to drive incremental customer reach.
“I’m a very big proponent of understanding consumer behaviors based on your omni touchpoints”
Shopify’s Shop Campaigns
Shopify’s Shop Campaigns tool helps brands set prices for new and repeat customers.
“It lets merchants set the price they’ll pay for a sale, with different prices for new and repeat customers”
Here's the gist
Marketers must adjust for fragmented customer journeys and experiment with messaging to drive incremental reach.
