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Acquisition Marketing- is the timing right? February 1, 2011

Posted by Jack Macholl in Branding, e-mail marketing, Marketing Planning, ROI.
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Measuring your business growth

In recent conversations it has become apparent that many business owners/executives still belive that drastically cutting or unplugging acquisition marketing efforts is a sound business strategy. From my vantage point to stop acquisition and or retention programs will cost your brand a great deal in lost traction.

Since business times have been rugged for just about everyone this is actually a great time to capture fantastic bargains on media, e-mail and other acquisition techniques. If your competitors are also on a “hiatus” a down economy presents the perfect time to act while they are stalled “waiting for things to get better.”

Just to clarify I do not feel that client retention marketing is a bad investment. Trouble is most companies do not have organized systems in place to calculate realistic returns on the marketing spend, so they shy away from this all together leaving clients vulnerable to the competition.

Many speak about growth as the only way to “win” in the world of commerce. If that premise is accurate then your valuable marketing dollars are likely best spent on acquiring new customers to grow your business.

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