FAIRFIELD, Conn.--(BUSINESS WIRE)--A new study released today by CertainSource reveals that only 34 percent of marketers are currently satisfied with their marketing and promotional efforts.
Featured in a new study conducted by independent marketing agency, Trendline Interactive, the finding is one of many insights into how today’s marketing professionals are tackling the ever-increasing challenge of customer acquisition.
“With only 38 percent of today’s marketers reporting that acquisition is a priority for their company, this is an eye-opening moment industry-wide,” said Neil Rosen, CEO, CertainSource, the eWayDirect company that provides a real-time, multi-channel B2C customer acquisition solution designed to accelerate customer growth. “Customer acquisition strategies in today’s marketing environment have become challenging, yet critical, for B2C marketers. On top of that, companies are facing more complex issues as a result of customers’ increasingly higher expectations.”
As detailed in Trendline’s in-depth study of 288 B2C marketers, additional highlights from the survey include:
- A surprising 47 percent of marketers report they have never used third-party vendors for acquisition purposes;
- Approximately 49 percent of marketers say budget constraints, and 44 percent consider time, as the two main challenges of improving acquisition efforts;
- More than 20 percent of marketers surveyed cite in-depth assessment of top/bottom performing sources, trustworthy vendors and assessment of high-value leads versus marginally engaged as some of the main challenges of improving acquisition efforts; and,
- Approximately 42 percent of marketers say lead quality analytics are a ‘must-have’ in today’s challenging business environment.
These research findings, along with in-depth statistics and facts about customer acquisition, will be addressed by industry experts Rosen and Morgan Stewart, CEO, Trendline Interactive, during a webinar, “2014 State of Customer Acquisition,” on Tuesday, October 7, 2014.
“The survey results indicate that while a majority of today’s B2C marketers are aware of the importance of customer acquisition, they don’t always have the right tools or resources to effectively manage long-term programs,” Rosen said.
According to Stewart, CertainSource’s new research reveals that while acquisition can be challenging for companies today, “it’s still a great problem to have.” The key, he noted, is learning how to properly analyze performance to optimize over time.
“The good news is that a growing number of marketers are becoming increasingly comfortable making customer acquisition a focus,” Rosen said. “However, acquisition is not something that marketers can quickly jump into and immediately succeed. It requires dedication, effort and ongoing analysis over time to do it right. The survey results show that while today’s marketers are beginning to get their feet underneath them when it comes to customer acquisition, they need to better understand how to effectively leverage analytics in the long-term.”
Stewart added: “Finding the right lead sources to keep the stream of new customers flowing isn't always easy. What's preventing marketers from sufficiently acquiring new leads? What are the most effective methods for preventing list attrition? Participants in our upcoming webinar will find out the answers to these questions and other industry issues. They also will gain valuable insight on why analytics is quickly becoming the next key frontier for acquisition marketing.”
CertainSource, an eWayDirect company, provides B2C marketers with the industry’s first Customer Acquisition Management (CAM) platform for managing and optimizing ongoing omnichannel customer acquisition. Based on eWayDirect’s decade-long experience in retention marketing technologies, the CertainSource SaaS platform includes: CertainSource Acquire, which manages customer acquisition; CertainSource Amplify, which provides novel social tools for using newly found high-value customers to identify similar customers; and CertainSource Engage, for follow-on campaigns with developing customers. Sold directly to marketers in partnership with leading cross-channel marketing and email service providers, CertainSource helps marketers keep ahead email list attrition and dramatically increase email list performance through acquisition of “high annual value customers.” CertainSource is privately held, and headquartered in Fairfield, CT, with offices in San Francisco, CA, Raleigh, NC, Yardley, PA, and Ft. Lee, NJ. For more information, visit www.certainsource.com.
About Trendline Interactive
Trendline Interactive is an independent marketing agency that combines primary research on consumers and marketing trends with practical experience to help great companies build great email programs. Our experienced team brings insights from industry leading research to life through a full suite of strategic, creative and technical services. For more information, visit trendlineinteractive.com.