In the modern era, technology plays a crucial role in the marketing and acquisition of new customers for businesses, which in turn is revolutionizing marketplace options. The advent of smartphones, social media, and other digital platforms has significantly expanded the toolkit available for companies to connect with potential consumers and transform them into paying customers.
Over 70% of businesses and companies have a strategy in place for their digital transformation, so let’s unpack the fascinating ways in which technology empowers businesses to attract fresh clientele.
One of the most basic yet effective technologies for customer acquisition is a company website. Nearly every business, from small startups to large corporations, needs some kind of online presence to be discoverable to prospective buyers. A website provides a hub to highlight your products or services, allow for online purchases, share company information, and build brand awareness.
Things like eye-catching design, easy navigation, clearly advertised new customer offers, and engaging content help make a positive first impression on visitors and turn them into future patrons. A good example is welcome offers or discounts prominently displayed on a website to entice new visitors. Casinos often use this style with generous offers of free play credits for new members who sign up online.
Email marketing is another vital digital tool for connecting with potential new customers. In 2018, email was the most popular customer service channel, with 54% of consumers contacting brands by email rather than by phone or other means.
Collecting email addresses through a website signup, survey, or other method allows businesses to directly target promotional messages to subscribers’ inboxes. This tactic is extremely common among ecommerce sites. Think about it: how many stores’ email newsletters do you receive?
Emails can contain special offers, discounts, product announcements, and other content aimed at driving sales. Setting up automated email sequences or newsletters keeps the business top-of-mind. And with detailed analytics, companies can see open rates, click rates, and other metrics to refine their email approach.
Social media presents a multipurpose avenue for finding and courting new customers and the estimated number of social media users globally in 2023 is projected to reach 4.89 billion. Platforms like Facebook, Instagram, Twitter, and LinkedIn allow businesses to share visual content, engage followers, and run targeted ads.
Marketing on these platforms can be as simple as an attractive product photo or as sophisticated as a dynamic video campaign. Each platform has unique demographics and strategies to explore. The key is to be proactive with posts and social listening to increase brand awareness. Social ads are also an affordable way to get a business’s offerings in front of select, hyper-targeted segments of users.
The fitness industry commonly leverages social media platforms like Instagram and YouTube to demonstrate workouts, share health tips, and promote gym memberships or personal training services, often using influencers and targeted ads to reach health-conscious individuals and fitness enthusiasts.
The worldwide customer relationship management (CRM) software industry has reached an impressive $120 billion valuation, showing just how important these tools are for businesses. CRM software centralizes prospect and customer data to help businesses track leads and close more sales.
A CRM tool stores information like contact details, interactions, purchase history, and preferences. This data powers more strategic sales, marketing, and service efforts. Features like automated lead scoring determine who the hottest prospects are to focus energy on converting. Sales reps also get access to insightful customer profiles when they make calls or emails. CRM empowers teams to attract and retain customers like never before.
The real estate sector heavily relies on CRM software to manage leads, track client interactions, schedule property showings, and maintain long-term relationships with buyers and sellers. Agents use CRM tools to store contact information, preferences, and communication history, enabling personalized service and efficient follow-ups, which are crucial in the real estate sales process.
Mobile technology presents expanding opportunities to engage customers anytime, anywhere. With smartphone adoption at over 80% globally, having a 70% of businesses and companies, website, or ads lets businesses connect with prospects on the devices they use most.
Whether it’s a utility app, dynamic mobile ads, or location-based push notifications, mobile drives awareness and sales. Retail businesses can even allow in-app purchasing and integrate with mobile wallets like Apple Pay for seamless transactions. Opening these mobile channels provides multiple touchpoints to interact with potential new customers.
Virtually every type of business has an app these days: the average American has 80 apps on their phone, with 9-10 different apps typically used each day.
Review sites, recommendation engines, and other forms of social proof help turn consumer research into real sales. Over 90% of people read online reviews before making a purchase. Sites like Yelp and TripAdvisor offer visibility and credibility, especially for experience-based businesses like restaurants, hotels, and activities. Similarly, ecommerce stores benefit from product rating and review features that foster trust.
Many platforms even use algorithms to recommend products and services based on an individual’s browsing history and purchase patterns. Appearing at critical research moments helps brands attract consumers.
Of course, digital advertising remains one of the foremost ways businesses can get their brand and offers in front of primed audiences across platforms. Search ads, social ads, display ads, video ads, and more allow companies to be hyper-targeted based on factors like demographics, interests, behaviors, and intent signals.
Ad creatives and precise audience targeting help drive conversions by putting the business in front of those most likely to have interest. PPC ads also allow setting daily budgets and monitoring performance in real-time. With so much consumer time spent online, advertising helps intercept the right people.
The Human Touch
While technology opens many doors for customer acquisition, virtually no business can thrive on digital strategies alone. Onboarding and educating customers, providing exceptional service, building relationships, and crafting a stellar product or experience are still the human-driven essentials. Technology enables and enhances but does not replace these real differentiators. Nevertheless, thoughtfully leveraging today’s digital marketing and sales tools positions any business to attract customers more efficiently and effectively. The technology landscape will only expand, giving companies innovating ways to connect with prospective buyers anywhere.