Acquire

Organizing marketing efforts around the lifecycle is how companies are best-positioned to address the needs of their customers today. Companies are leveraging the lifecycle as a way to understand where prospects and customers are, at what stages and deliver different treatment at the different stages. This allows for more relevant offers and fewer wasted offers. Best potential customers get the treatment they expect and deserve from the companies that value them the most.

The approach to improving acquisition relies on three steps of the process:

You need to attract the right audience. Deep customer insights help you know who you want to talk to, which can be determined through strategic segmentation (who) and modeling. Then you can optimize the marketing mix (where) to the right levels and reach with certainty through multiple channels with audience management (how). With database solutions as the foundation for all acquisition activities, you can further optimize your prospects by adding lead scoring and prioritize outbound campaigns (push). With the ability to review closed-loop reporting and analysis offered through campaign management, you can take action on learnings from previous campaigns to improve future campaigns.

Secondly, you can engage your audience with relevant messages when they want to receive them and where, improving the productivity of individual channels—outbound services like mail, phone, email, mobile and TV—and also across multiple channels. Through real-time lead optimization (pull), you know who and how to address inquiries and how to prioritize them. By combining lead management in both push and pull marketing activities, inbound and outbound process/programs work better together.

Lastly, you need to convert them with compelling offers. You can better manage what offers are going to prospects with potential high-value, in the right channel at the moment of truth. Be where they are most receptive to your message, and learn when it works well so you can reapply your insights later on.

• Strategy & Analytics
  Determine what really matters to your consumers and prospects with Acxiom’s marketing services. Our strategy and analytics provide insights that can drive deeper engagement and incremental transactions with your brand. more
• Addressable Advertising
  Don’t chase everyone – focus on those consumers who are most relevant to your business.  And stop wasting money on those who aren’t. more
• Data & Database Management
  Relevant engagement with your customers is grounded in having the right data, and the ability to deploy that data in real time across all your channels. more
• Multichannel Marketing
  Create and deliver personalized and integrated customer engagement, communicating the right message to the right person in the right place at the right time. more
• Creative Services
  Our world-class team of designers, art directors and copywriters produce concepts that work from email templates and preference centers, to display ads and websites. more