Are we Acquiring Customers or are they Acquiring Us?

Here at Ad:Tech San Francisco I attened the session entitled Five Critical Strategies for Customer Acquisition. Jere Doyle of Prospectiv presented a case study of Lunesta. It’s yet another category to measure, so I’ll throw out the requisite trend numbers:

The CAGR of Internet Advertising is 24%.

The CAGR of Customer Acquisition is 204% and is, according to Mr. Doyle, the fastest growing segment.

Mr. Doyle also regaled us with these thoughts:

1. Consumers have an increased demand for relevance


2. Consumers are interested in “requested marketing.”

Customers are more and more making the rules. We are eager to satisfy their desire for information, for communication they want. This led me to think… are we acquiring them or are they acquiring us because of what we offer?

If they are in control, I don’t think this is a bad thing.