Dorothy Weaver

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:

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