Finders Vs. Keepers: 2017 Acquisition and Retention Trends
When we look at whether companies are spending their money on acquisition or retention, the trend is clear and aggressive: A majority (more than half) of respondents are increasing their acquisition budgets vs. a third of respondents upping spending on retention.
What’s more, only 5 percent report that they’re decreasing either budget. (Which is at odds with the 15 percent who say they’re decreasing overall marketing budgets in “Keep Calm and Budget On: 2017 Marketing Budget Trends,” and makes me wonder where the extra 5 to 10 percent are finding those decreases.)
Which channels are marketers using for acquisition and retention, and which channels do our readers think deliver the best ROI for each? You can find those answers below as well.
A preview: For the second year in a row, email and direct mail were reported as high ROI channels for both acquisition and retention. However, email fared far better as a retention channel than for acquisition.
Telemarketing had a surprisingly strong showing this year, as did affiliate marketing for acquisition. Our takeaway is that both of these channels perform very well for a smaller segment of respondents, but for those respondents they’re absolutely essential.
Register below to see all the data, takeaways and methodology.