Marketing today is all about targeting prospective customers in direct mail, email, and even through digital channels like social media and online advertising. Sure, there are still financial institutions using the old spray and pray techniques of the 80s and 90s, but relevance is key to effective marketing today. Just like ineffective onboarding leaves a new customer feeling unvalued and lost, ineffective acquisition efforts leave your prospects wondering if you really understand their struggles or know how to help them.
To be clear, spray and pray marketing isn’t helping your ROMI either.
It’s not just about finding people. It’s about finding the right people and delivering the right products at the right time. But it’s not easy. Therein lies the challenge of customer acquisition. Here’s the trouble, broken down:continue reading »