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Customer acquisition

Finding and selling to new customers (as opposed to selling more to existing customers) is a key marketing challenge. Customer acquisition encompasses a range of techniques to stimulate interest from potential new customers, then to manage them through to sale. Customer acquisition strategies may focus on developing a long-term relationship with a customer rather than a one-off sale (for example, a service or supply contract), and profitability is determined by the lifetime value of the customer.

Key Reading

Important papers from across the Warc database

This detailed guide offers the building blocks for setting up KPIs and how they drive profitability. It also includes an overview of each of the major channels available, and practical guidance on how to use them individually and collectively to deliver success.
Byron Sharp and Kate Waters argue that advertising is a weak force compared to personal recommendations.
Les Binet and Peter Field on loyalty – and why aiming to gain new customers is more effective.
A new model of customer management and good practice in customer acquisition, penetration and retention.
TNS research offering a psychological perspective on how marketers can change consumer habits.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Case Study

This case study explains how Swedish Tourist Association (STF), which manages hotels and hostels across Sweden, increased membership sales in Sweden by helping people be more proud of their country and connecting them with people from abroad via a mobile app.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.
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Article

This article covers the key content marketing trends in Asia - specifically popular content pillars, distribution choices and social channels as selling channels.

Article

This article considers how financial services brands can use a smart, purpose-built management system to build on their assets and strengths in order to see off fintech challengers and help discerning customers.

Article

This article explains how to use radio in customer acquisition.

Article

This article explains how to use outdoor in customer acquisition.

Article

This article explains how to use natural search (SEO) in customer acquisition.
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  1. Article

    This article considers how financial services brands can use a smart, purpose-built management system to build on their assets and strengths in order to see off fintech challengers and help discerning customers.

  2. Article

    This article lists 10 principles that reflect best practice approach to acquiring customers across available channels.

  3. Article

    This article explains the strengths and weaknesses of more than 20 acquisition channels, and provides practical tips on how to get the most out of them.

  4. Article

    This article provides an overview of the KPIs for customer acquisition and how they drive business profitability.

  5. Article

    This article explains how to use email in customer acquisition.
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  6. Article

    This article explains how to use partnerships (including brokers) in customer acquisition.
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