Loyalty vs acquisition: Marketers on why ‘bothism’ is best
Rather than getting caught up in an ideological debate, is the best way brands can survive the economic crisis to stop seeing attraction and retention as opposing forces?
Striking the right balance between prioritising acquisition and investing in loyalty can be a difficult line to tread, particularly in challenging times. However, Marketing Week’s exclusive Language of Effectiveness Survey reveals almost half of marketers say new customer acquisition (35.8%) is the most important metric for the CEO and board behind ROI and delivering business outcomes.
This interest in acquisition does not surprise Riviera Travel chief customer officer Simon Michaelides, although the distance to the scores for customer retention and lifetime value was unexpected.
