Analyst Report: Survey: digital marketing tactics for customer acquisition

On Work Technology

Get Insights into Trending Social, Referral, and Email Marketing Tactics

Digital is a critical source for brand building and direct marketing. But how is digital being used to acquire customers? Gigaom Research addressed this question by surveying 300 U.S. digital marketers to understand how they are using digital-marketing tactics across the marketing funnel, spanning awareness, customer acquisition, conversion, and retention. Our survey affirms that digital marketing is being used consistently across the entire customer experience.

Moreover, marketers are drawing comfortably on a broad palette of digital tactics depending on their objectives. Marketers told us that social media, already well-known as an awareness-building tool, is also particularly useful for customer retention. On the other hand, content marketing is especially useful for awareness and retention. And email is consistently used across the entire marketing funnel.

Thumbnail image courtesy of XIXinXing/Thinkstock.

Table of Contents

  1. Summary
  2. Introduction
  3. Digital-marketing effectiveness
  4. Recommendations for marketers
  5. Key takeaways
  6. About David Deal
  7. About Gigaom Research

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