Why Your Customer Acquisition Strategy Needs To Include Paid Digital Advertising
The world of customer acquisition has become a different place with different rules, different customers and different tools. A decade ago, the newspaper business was struggling but still holding its own. Television and radio were not under siege from massive technological disruption, online competition and changes in consumer behaviour. Today, the landscape is very different. And even though traditional marketing tactics remain impactful, paid digital advertising like social media ads and pay-per-click campaigns need to be part of your communication plan. Organic social media doesn’t attract new customers like it used to Facebook going public in 2012 marked the beginning of the end of the golden age of organic reach for social media. The average reach of an organic post on Facebook in Canada in 2018 was around 9%, according to information shared at the 2018 SocialEast conference. That means for every 100 followers you have, only nine are seeing your Facebook posts. In other words...