Don’t get screwed: Focus on customer retention over acquisition

Andrew Fullerton is the VP of Sales at Emarsys. Digital marketers face a big question in today’s world – is it more important to acquire new customers, or retain and nurture their current customer base? It’s a conundrum companies have faced for years. Should marketers go out looking for new leads and improve sales prospects or develop a loyal and valuable customer? Industry leaders are constantly asking themselves where to allocate money, time and resources to attain the best results in today’s dog eat dog environment. According to a recent survey by Econsultancy, 34 percent of marketers indicated that they...

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