In this final article of our Customer Acquisition Chain series, we looked at eight email messages during February 2012, which covered a wide range of products and services. We found some really great examples of well-done customer acquisition chains, including lots of ideas that might inspire you!
For the social acquisition chain analysis, we looked at four ads on social networking sites to determine the effectiveness of customer acquisition chains (CACs). The advertisements shown here appeared on Facebook and LinkedIn. Here are the results:
Most mobile ads are within applications (apps). We found three inside game, weather, sports and other apps. Mobile ads may be the tiniest of all—measuring 2”X ¼”, so the need for a clean and relevant mobile landing page is critical. Here are three good examples.
We clicked on seven banner ads during February 2012. Online display has enjoyed a major growth spurt and is likely to pass paid search in terms of spend in the next couple of years. It’s all the more reason to get customer acquisition chain (CAC) done right. Here is our analysis of the display ads we reviewed.
Paid search is a more complex customer acquisition chain than all the others, as there is an extra link involved. Consumers search on a particular term and then see organic and paid ads, from which they choose. Clicking on any of those links takes them to the advertiser’s site. As a result, the initial link “ad message” now becomes two links: search term and search results page. After that, the rest of the links are the same. For this analysis, we entered four keywords based on products/services that we were interested in purchasing.
To investigate the DRTV-to-online acquisition chain, we looked at eight infomercials and short-forms during January and February, 2012. Consumers who watch TV commercials respond in three ways: (a) calling the 800 number, (b) going to the URL on the screen, and (c) typing product names and search terms into search engines like Google and Bing. For this analysis, we looked at both the website link and what the advertisers were doing in search:
We looked at three catalogs that we received in our homes during December 2011, and January 2012. Because catalogs are expensive to produce and mail, being able to give consumers a good experience as they go from the physical catalog to the site is critical. Here are some good examples of how it’s done well:
We looked at eight direct mail pieces that we received in our homes during January, 2012. Clearly direct mail has a cost, so having a solid mail-to-Web link is very important to capture customers and leads. Here’s what we found:
For this customer acquisition chain analysis, we looked at seven randomly chosen direct response ads in recent editions of TV Guide, Woman's Day and Popular Mechanics. Most of these advertisers spent big bucks for these ads. Because anywhere from 25 percent to 75 percent of responses to advertising take place online, checking the integrity of the consumer experience going from a print ad to a website made a lot of sense to us.
For our entire careers, both in offline and online advertising geared to customer acquisition, we've embraced the notion of a customer acquisition chain. We've seen the benefits when all the links are strong, and the deficits when one or more links are weak. What has struck us repeatedly is that customer acquisition chains in the online world are critically important to the success of a customer acquisition campaign. In this series, we're going to look at four offline-to-online chains and five online-to-online chains.