Acquisition vs. Retention: Which Online Channels Are Being Used For Each?

Roughly 8 in 10 global company marketers – primarily based in Europe – agree that it is cheaper to retain than acquire a customer, but they’re more likely to be focusing on acquisition than retention, according to results from a study [download page] produced by Econsultancy with Oracle Marketing Cloud. In fact, 4 in 10 respondents to the survey say they are more focused on acquisition than retention, with just 15% more focused on retention (the remainder maintain an equal focus). As part of the study, respondents indicated which online channels they’re gearing more towards acquisition, and which are better suited for retention. (more…)