From the course: Building a Winning Enterprise Marketing Strategy
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Customer acquisition
From the course: Building a Winning Enterprise Marketing Strategy
Customer acquisition
(upbeat music) - [Instructor] There are only two ways to grow any brand. And those relate to acquiring customers and retaining customers. Now let's talk about acquisition. When do you need to do customer acquisition? Well, of course, you may say all the time I'll have to acquire customers. But the thing is that acquiring customers and retaining customers require different investment. We'll get to that. But before, let's think about when acquisition is really critical. You're going into new market, you are starting your business, you are trying to grow by getting customers from another competitor. In those settings, customer acquisition is really critical. Now, how do you measure how well you're doing on acquisition? Well, you want to be very specific about defining who you're going after, your prospects or targets. So how many people are you targeting with your distribution and communications efforts? And…
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