Driving Digital Strategy: A Guide to Reimagining Your Business by Sunil Gupta

Author:Sunil Gupta
Language: eng
Format: azw3, pdf
ISBN: 9781633692688
Publisher: Harvard Business Review Press
Published: 2018-07-23T17:00:00+00:00

Disney’s use of technology in its park and Amazon’s foray into the offline market demonstrate that companies need to reimagine the synergies between physical and digital channels for creating a powerful omnichannel experience for their customers.

Chapter 7

Acquiring Customers

Growth is a key priority for every business, and acquiring new customers is a major driver of growth. Digital- and social-marketing tools provide new and innovative ways to spur this growth. However, acquisition costs and profitability vary widely across customers and channels, so in this chapter we will focus on two fundamental questions: Which customers should you acquire, and how should you go about acquiring them?

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