Customer service has always played a key part in strengthening the clientele of any business. That being said, businesses only benefited from it when they made sure to adopt and improvise according to the changing market dynamics.
Focusing on what customers are expecting from the brand, businesses must ensure to incorporate the best techniques and processes to enrich their customer service experiences. With that, we have some innovative ways that businesses can use to improve customer care and boost customer acquisition. Let’s check out the top trends that made it to the list this year and will probably be under focus for the next year:
What are Customer Acquisition Trends?
Before we dive into the trends that made their name this year, let’s discuss what these trends actually mean. Customer acquisition trends are the processes, metrics, patterns, or changes related to organizational workability for acquiring new customers.
When talking about the abovementioned factors, companies consider:
- Customer Acquisition Cost (CAC): Average cost to acquire a new customer.
- Conversion Rates: Percentage of leads converting into customers.
- New Customer Growth: The rate of acquiring new customers.
- Channel Performance: Insights into each marketing tactic to identify best practices.
Each factor plays an important part in identifying potential customers, strategizing for the best acquisition practices, and then achieving optimal rate of conversions.
Top Customer Acquisition Trends
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Personalization
Perhaps one of the top trending things for almost every domain looking to strengthen customer acquisition is personalization. This stands correct as stats show 75% deem it important for connecting with any brand and making purchases.
That being said, personalization is on the rise since numerous brands are competing for the same customer pool, offering similar services. The key here is to differ in terms of the experience being offered.
Take Spectrum, a leading US internet provider, for instance. Competing with other providers, it’s offering great internet plans, bundle options, and more. However, it also went another step by providing a dedicated Spectrum servicio al cliente for their Spanish-speaking customers.
While other companies are offering it too, it still ensures a great step towards a positive customer experience. It gave customers a way to interact with the companies regarding their queries.
Ultimately, it led to better acquisition of the clients from the market’s customer pool.
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Predictive Modeling
We’re seeing a rise in the use of AI in most domains, and marketing is no exception. AI, combined with Machine Learning (ML) and Language Learning Models (LLM), allows companies to identify customer interaction journeys better.
This allows organizations to find the most optimal approach to interacting with customers, finding potential loopholes in existing strategies, and implementing new practices.
For instance, Amazon is harnessing predictive AI to provide customers with personalized options related to their purchases as well as offering recommendations based on their purchase history. This allows Amazon to create long-lasting and effective impressions over the customers, keeping them in the funnel for longer periods.
In addition, these models help companies estimate the budget required for running any campaigns required for acquisition. Not only this, the estimate also comes in handy when forecasting the success rate of the said models.
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Influencer Marketing
Influencer marketing has been quite a game changer, especially when companies realize that people tend to go for reviews, especially from someone who is a public figure. What if Bill Gates recommends the next generation of Intel processors over AMD processors? A great lot would buy Intel with eyes closed.
Another example is Rakuten, an e-commerce platform that harnesses influencer programs for their promotions. Rakuten invites influencers to join their program by offering them perks such as flat bonuses, referral bonuses, etc. for each signup. Ultimately, this allows Rakuten to engage more customers with minimized expenses used in marketing while collaborating with a greater chunk of the audience through influencers.
However, companies need to be wary of the mode of promotion, content type, and other such metrics with the influencers they’re hiring. Like Rakuten, companies can compile a range of guidelines that the influencers must follow to remain a part of the program.
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Content Marketing
While influencer marketing is a great option for customer acquisition, we mentioned that the type of content they’re using is important too. This is where content marketing steps in. Content marketing has always been one of the go-to options for companies to engage more customers.
It plays out well for most channels i.e. email marketing, blog generation, video content, etc. and if done right, it can engage a lot of customers easily.
For instance, HubSpot is famous for its informative, long-form pillar articles that provide a great reach to numerous branch articles. In other words, it has housed a plethora of articles around numerous important topics, building its authority for its in-depth research, and becoming the central source of information for enthusiasts. People trust HubSpot because of its content coverage and information available on the platform. Not to mention, the HubSpot Academy allows users to gain this knowledge from its experts firsthand, earning a certification that is worth the money.
In other words, HubSpot has created an ever-lasting clientele that will definitely grow in the future by leveraging content marketing.
While email marketing, social media marketing, and building community-centric content have also been a powerful tool for marketers, the abovementioned trends aced them. If you focus enough, you’ll realize that the others are branches of these domains and will only be successful if you plant the trees right.
