R.I.P. Digital Advertising: Customer Acquisition Is Now A CX Game

 

                                       Image source - How to create a great customer experience | by Kyle Drewnowsky | Ablii | Medium

This article discusses that digital advertising should focus on the overall customer experience (CX) versus acquisition alone.  It suggests that a better approach to customer acquisition is finding ways help prospective customers move along the customer journey as a way to improve ROI and CLV. 

As we learned in class, customers tend not to respond to advertising campaigns that are intrusive or obnoxious. The article argues "more advertising, even better advertising, rarely results in more customers or revenue. But improving CX can." And states that focus solely on new customer acquisition is missing opportunities. CX is proving to be a far more effective growth strategy with significantly better ROI. 

This is a good point, however digital advertising is here to stay. It is designing the ads and ad campaigns effectively in order to draw customers in across the customer journey that makes the difference.

Article Source: R.I.P. Digital Advertising: Customer Acquisition Is Now A CX Game (forbes.com)