The Customer Acquisition Barometer (CAB) is a 6 month long research and insight program that gives both B2B and B2C marketers hard facts on how to gain new customers.
— Iain Anton (@IainAnton) October 15, 2015
We were delighted to partner with the DMA for the launch of the Customer Acquisition Barometer 2015 at London's Ham Yard Hotel on 15th October. Marketers can now learn how to turn prospects into customers.
The research was truly independent. focus groups were conducted by Geoff Gosling from DMA House, Beautiful Insights carried out customer surveys, questioning attitudes to different media on behalf of the DMA and The Media Octopus and telephone interviews were conducted by ICM Direct.
— LitLoose (@LitLoose) October 15, 2015
The insight generated by CAB 2015 provides marketers, both B2B and B2C, with many unanswered questions; which tactics should we install? Should we focus on retaining existing customers? Where do we find new customers and what do they want? Essentially, the golden nugget is, how exactly they would prefer to be 'acquired', in other words, how to get them over the line.
Acquiring new customers is essential for business growth and is becoming even more important for marketers as it becomes increasingly challenging. It's not just our belief – it is what marketers told us – next year, B2B marketers are spending 61% of their budget on acquisition, B2C marketers are spending 51%.
— Emma-Jayne McEwan (@EJMcEwan) October 15, 2015
Consumers are happy to be acquired but with more and more channels for marketers to encourage customer engagement it is important to listen to what they want and evaluate which channels work most effectively for them. The results of the CAB research provides marketers with an insight on how to get ahead of the game when it comes to customer acquisition.
CAB 2015 research found that consumers will be better disposed to become customers that trust your business. Since last year, marketers have built barriers to trust by including small print, not making it clear why they need personal data, and not o¬ffering opt-outs every step of the way. Giving consumers more choice and control will make them trust you more.
The findings from CAB 2015 are now available to download in full here:
Chris is a dual French/US citizen with over 35 years advertising and 1to1 marketing experience in Europe, the USA and Asia/Pacific including senior roles at client, agency and technology companies. From 2000 to 2009, Chris developed Emailvision into Europe’s leading email service provider (ESP) in his dual roles of Chief Operating Officer and UK Managing Director.
Caroline is currently a member of the DMA Board, prior to that she was Chair of the IDM for 10 years. She is considered a thought leader in the industry understanding market drivers and emerging trends. Over her career she has driven many transformational initiatives to drive profit and capitalise from market changes.
Paul is an Insight Driven Marketer fortunate enough to have developed a unique and compelling set of skills and experience gained through working with great people & brands from many sectors. He has worked both client side for global consumer brands and agency side having co-founded, grown and sold his own Marketing Research agency.
Mike has been working in digital for almost 10 years. Marketing for KPMG, consulting for Accenture Interactive and most recently advising organisations on their digital, marketing and business strategies for Wunderman.
Greg has been with News UK for four years, starting his career as a Marketing Executive in 2011, then venturing into the world of social media, followed by a jump up to Content Manager for the company which lead him to a current role as Audience Development Manager. Greg worked on The Sun’s award winning Dream Team campaign where he was faced with the challenge of getting 600k people to provide payments details to play fantasy football, something that is not normally required.
Mark is an International Marketing Director and board member who influences thinking and positively impacts business performance. He has a genuine passion for marketing and great customer products and services is complemented with a real focus on delivering outstanding commercial results.
Andrew is an award winning marketing professional, possessing an excellent all round business pedigree with a 20-year track record of continuous achievement within FTSE 100, SME and start-up businesses.