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Definition of acquisition in advertising

In advertising, acquisition refers to the process of attracting and converting new customers or clients to a business. This involves various marketing strategies and tactics aimed at generating interest, capturing leads, and ultimately convincing potential customers to purchase a product or service.


Acquisition is a critical component of a company’s growth strategy, focusing on expanding the customer base and increasing market share. It typically includes activities such as digital advertising, content marketing, social media campaigns, email marketing, and search engine optimization (SEO).

Related terms

  • Customer Acquisition Cost (CAC): The total cost associated with acquiring a new customer, including all marketing and sales expenses.
  • Lead Generation: The process of attracting and capturing potential customers’ interest in a product or service.
  • Conversion Rate: The percentage of visitors or leads who take a desired action, such as making a purchase or filling out a contact form.
  • Retention: The activities and strategies used to keep existing customers engaged and satisfied to encourage repeat business.
  • Funnel: The stages through which potential customers move, from awareness to acquisition, including consideration and decision stages.

Related questions about acquisition

  • What are the most effective strategies for customer acquisition in advertising?
    Effective strategies include digital advertising, content marketing, social media engagement, email campaigns, SEO, and offering incentives such as discounts or free trials.
  • How is Customer Acquisition Cost (CAC) calculated and why is it important?
    CAC is calculated by dividing the total marketing and sales expenses by the number of new customers acquired during a specific period. It is important because it helps businesses evaluate the efficiency and profitability of their acquisition efforts.
  • What role does data analysis play in the acquisition process?
    Data analysis helps businesses understand customer behavior, measure the effectiveness of acquisition campaigns, optimize marketing strategies, and make informed decisions to improve acquisition efforts.
  • How can businesses improve their conversion rates during the acquisition process?
    Businesses can improve conversion rates by optimizing landing pages, personalizing marketing messages, simplifying the user experience, using clear calls to action, and continually testing and refining their strategies.
  • What are the differences between customer acquisition and customer retention, and how do they complement each other?
    Customer acquisition focuses on attracting new customers, while customer retention aims to keep existing customers engaged and loyal. Both are essential for sustainable business growth, as acquiring new customers expands the customer base, and retaining existing customers ensures ongoing revenue and brand loyalty.


Creatopy Team
Creatopy is the AI-driven creative automation platform that enables brands and agencies alike to build, optimize and personalize creatives at scale for various markets, channels and digital platforms.

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