Something Old, Something New: Marketers Mix Up Media for Acquisition, Retention
"Something old, something new, something borrowed, something blue." So goes the old proverb about what a bride should be wearing on her wedding day for good luck. Weddings are great and all, but what should marketers be using for good luck?
In our 2015 Media Usage Survey, taking a hard look at what marketers say they're using for acquisition and retention can give us a good idea of what's working—things more reliable than old wives tales and luck.
Specifically, we're taking a hard look at the fourth chart. When it comes to customer acquisition and retention, it's easy to just throw everything at the wall and see what sticks. But knowing what's working for others—and increasing over 2014—might be able to help guide your marketing mix for the future.
In both categories, email marketing is the clear-cut frontrunner. With 86 percent of marketers using it for acquisition (up from 84 percent in 2014), and 87 percent (up from 84 percent) putting it to work in retention, it leads the way. That would be the "old" of the adage. While not necessarily old by merit of being hundreds of years old, email stands out as being the ol' faithful of the bunch, proving it's worth and reliability year over year.
The "borrowed"—and also "new"—media comes in by way of social media. In it's very nature, social media is asking for something: interaction—borrowing time and attention from your customers. And it's increasing rapidly—when it comes to acquisition, it rose from 51 percent of marketers using it in 2014 to 72 percent planning on (or already) using it this year. Almost a full quarter increase. Looking at marketers who use it for retention, the rise from 2014 to 2015 wasn't quite as dramatic, but still pronounced—from 52 percent to 66 percent.
It would seem if you're using these two winners in your marketing mix, and at least making some of your creative blue, then you're in luck—or just a savvy marketer.