What digital acquisition means ?


Marketing acquisition or customer acquisition aims to attract new visitors to its digital ecosystem, website, landing pages or social networks. Acquisition campaigns promote a product and services to a new audience. And use different channels to sponsor content: search engine optimisation (SEO), social networking, offline or online advertising, etc.

Customer acquisition is a process that consists of developing a company’s customer portfolio. This approach includes all the marketing and sales actions aimed at winning new customers. The objective is to identify sales leads and then transform them into customers.

It is a term used in webmarketing and particularly in the e-commerce world. It refers to the act of winning new prospects or customers (i.e. “acquiring” them). From digital promotional actions such as online advertising, affiliation, natural referencing or a strong presence on social networks for example.

To measure the effectiveness of an acquisition strategy, marketing professionals evaluate the “cost per acquisition” as a central KPI in calculating the return on investment. It is the ratio between the expenses incurred and the profit expected or realised.

Acquisition channels

Organic : which refers to visits that came from someone going to your site from organic search results. In other words, when someone is writing a keyword or an expression in google that match with a content on your website.

Direct : which is when someone gets to your site by typing in your site address (ex: or if they have bookmarked your site and used the bookmark to get to your site.

Referral : which is when another site has a link on their site that sends people to your site. And the user on the other site clicks that link to arrive at your site. For example, influencers wear clothes that the brands have given to them. When they make a publication on the social networks. They give a link that redirects to the page of the brand’s site where followers can find the garment in question. It is a referral link.

Paid search : is when someone gets to your site by clicking on a paid search result. Usually we call them “Ads” and you can see this mention before the website link. As in these examples below, from this research on google.

Paid search

Email : is when someone gets to your site from a link in an email. It can be from a newsletter for instance.

Social : is when someone goes to your site from a link on a social media site, such as Facebook or Instagram.

Display : is when someone gets to your site by clicking on your display ads, such as a banner ad.

Stay in touch

Acquisition is really important in e-commerce. If you are interested in this subject, you will find more articles in this category. We publish regularly, don’t miss anything!

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