The Importance of Acquisition, Conversion, and Retention Tools in Digital Campaigns
To: Sales Director at Playrite
From: Marketing Manager at Playrite
Subject: Investigation into opportunities for using digital marketing campaign tools to help build new and existing business
Date: 30th November 2012
Contents
The importance of acquisition, conversion and retention tools in digital campaigns 3
Different types of digital marketing campaign tools 4
Acquiring new customers 4
Converting Sales 5
Retaining Customers 6
Search Engine Marketing for Acquisition 7
Website for Conversion 7
Email for Retention 8
Appendix 9
1:1 Background to Nearlygrass 9
2:1 Evaluation and measurement of current Nearlygrass website 11
3:1 Statistics 12
Statement 16
Bibliography 14
The importance of acquisition, conversion and retention tools in digital campaigns
Acquisition, conversion and retention tools are incredibly important in digital campaigns and enable businesses to acquire prospective customers, convert to sales and retain for future purchases. Digital marketing tools support marketing activities aimed at achieving profitable acquisition and retention of customers throughout their lifecycle (Dave Chaffey 2012 [Online]). When digital tools such as email marketing are integrated with more traditional media such as direct mail they form the basis of successful marketing campaigns.
Although we are currently in a recession, the contribution of the internet to the economy is growing and will continue to grow at more than 10% annually for the next five years. By 2016 the reach is estimated to top $4.2 trillion (Economist 2012 [Online]). 80% of households in the UK now have access to the internet with 83% of those adults aged 24-44 years old using the internet daily which is an increase of 21% since 2006 (Office for National Statistics 2012 [Online]) see fig 3.2 and 3.3.
If Nearlygrass wants to increase awareness of their product range then digital marketing is essential to develop a more interactive and engaging relationship with customers.
The
From: Marketing Manager at Playrite
Subject: Investigation into opportunities for using digital marketing campaign tools to help build new and existing business
Date: 30th November 2012
Contents
The importance of acquisition, conversion and retention tools in digital campaigns 3
Different types of digital marketing campaign tools 4
Acquiring new customers 4
Converting Sales 5
Retaining Customers 6
Search Engine Marketing for Acquisition 7
Website for Conversion 7
Email for Retention 8
Appendix 9
1:1 Background to Nearlygrass 9
2:1 Evaluation and measurement of current Nearlygrass website 11
3:1 Statistics 12
Statement 16
Bibliography 14
The importance of acquisition, conversion and retention tools in digital campaigns
Acquisition, conversion and retention tools are incredibly important in digital campaigns and enable businesses to acquire prospective customers, convert to sales and retain for future purchases. Digital marketing tools support marketing activities aimed at achieving profitable acquisition and retention of customers throughout their lifecycle (Dave Chaffey 2012 [Online]). When digital tools such as email marketing are integrated with more traditional media such as direct mail they form the basis of successful marketing campaigns.
Although we are currently in a recession, the contribution of the internet to the economy is growing and will continue to grow at more than 10% annually for the next five years. By 2016 the reach is estimated to top $4.2 trillion (Economist 2012 [Online]). 80% of households in the UK now have access to the internet with 83% of those adults aged 24-44 years old using the internet daily which is an increase of 21% since 2006 (Office for National Statistics 2012 [Online]) see fig 3.2 and 3.3.
If Nearlygrass wants to increase awareness of their product range then digital marketing is essential to develop a more interactive and engaging relationship with customers.
The
Bibliography: Accessed 23rd November 2012 Moran and Hunt (2008) Search Engine Marketing, Inc Accessed 23rd November 2012 Scott, David Meerman (2010) The New Rules of Marketing & PR John Wiley & Sons: New Jersey