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Ecommerce Roundup: 2021
CAC: Customer Acquisition Chaos - by Rex Woodbury
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Why some marketers are shifting their focus from inboxes to mailboxes
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targeted campaigns to the customers most likely to respond. You can fine-tune your e-mail offering and align it with your customers’ purchase history. The possibilities are virtually endless.
Calvin Jones • Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation: Volume 1
Now the question is: What will private traffic look like in the U.S.? I don’t know the answer yet because email marketing is still so prevalent. (And, yes, at least it works great.) But I do know that one-way blasts can’t compete with real-time, two-way messaging, especially when Gen Z’s on one end of the conversation.
Connie Chan • Why China’s Version of Email Marketing Is So Effective
You can use your data to power your customer acquisition, most notably with a data content loop. Data content loops can be simultaneously cheaper, more scalable and more defensible than most other go-to-market channels, as shown by Expedia, GlassDoor and Zillow.
Abraham Thomas • The Economics of Data Businesses
Using traditional data has led to a status quo where acquiring customers is the primary goal. The creation of tailored experiences doesn’t get enough attention, resulting in lower conversion and wasted advertising dollars.