by John Egan.
No longer is customer acquisition just about sifting through and qualifying leads generated online. The digital era has brought—and continues to bring—radical and exciting changes to customer acquisition.
Evident in the customer acquisition sessions at LeadsCon's Connect to Convert from Aug. 21 to 23 in New York City, we’re in a whole new world of lead generation:
● Visual Social Marketing: The Next Generation of Social Media
● The Neuroscience of Decision Making
● Evolved Text Ads: Tricks for Writing New Ads for the Next Age of Search
● Using Inbound Marketing to Reach the Right People With the Right Content at the Right Time
These sessions promise to shed a lot of light on cutting-edge innovations from performance marketing’s brightest minds. In the meantime, we want to get you up to speed on advances in customer acquisition like artificial intelligence and machine learning, predictive intelligence, chatbots and programmatic lead generation.
AI and Machine Learning
During this year’s South by Southwest, panelists suggested that AI-powered assistants are the “leading candidate” to replace SEO and SEM as a viable customer acquisition tool for publishers, content providers and others that traditionally have relied on SEO and SEM.
“With the right methods in place, AI can revolutionize your acquisition funnel, saving you time and money in the process,” according to the Online Marketing Institute.
Between now and 2022, the AI market is expected to grow 62 percent to more than $16 billion, the institute says.
As for machine learning, Tenfold, a provider of customer intelligence software, says that while it remains in its infancy, it is “bound to be large in the following years, with lead-scoring systems and other smart data being managed by artificial intelligence.”
The Online Marketing Institute says predictive intelligence forecasts customer behavior on the basis of existing information, such as preferences, shopping habits and social media comments. Predictive intelligence technology then mines and processes that data to come up with customer insights.
“You can then use this information to tailor marketing strategies that target new customers,” the institute says.
As explained by the Online Marketing Institute, any AI that interacts with customers using natural human speech is considered a chatbot. Siri, Cortana and Alexa are all chatbots.
Why are chatbots such a big deal for customer acquisition? “It’s simple: Chatbots simplify the user experience and enhance customer support,” the marketing institute says.
Marketing and advertising website ClickZ claims chatbots are ideal for collecting customer information and moving customers down the sales funnel. “They’re always available, work well on mobile, provide personalized responses, and provide the instant gratification today’s consumers are expecting,” ClickZ says.
Programmatic Lead Generation
Programmatic lead generation is yielding results in customer acquisition.
For instance, India’s CarTrade, an online marketplace for new and used vehicles, reports solid results from a recent programmatic campaign led by a company called Sociomantic.
CarTrade says that with the Sociomantic campaign, it saw a 20 percent to 30 percent lift in its conversion rate, a 120 percent increase in CTR for desktop leads, and a fivefold increase in mobile leads.
According to Clench Media, programmatic software and AI-powered lead generation algorithms are letting marketers “target ads with high accuracy and profitably scale their campaigns.”
“Not only do these sophisticated platforms gives marketers more opportunities to precisely target who is most likely to respond to a specific offer,” Clench Media says, “but they also allow companies that have large volumes of leads from affiliates and external suppliers to have more in-house control.”
To learn more on what’s driving today’s customer acquisition, performance marketing, and sales, join us at LeadsCon’s Connect to Convert this August in New York. Register today!