Marketing Programs that Power Customer Acquisition

- The second thing I want to do, the second building block is what they call demand creation programs or just marketing programs. Either one. They create demand for your product or service. Now, these are specific marketing strategies that will attract customers and educate them about your product or service. They'll communicate. You'll have a communication strategy around these. These programs include things like advertising, PR, social media, your website, SEO, SEM, affiliate programs, a whole bunch of other different marketing programs. Now, here's what I like to do. I like to think about these as discrete individual strategies that can be measured. Very important. And I can measure the cost of acquisition for each one of these programs. If you can do that, then you really will understand, by understanding the cost of acquisition, you'll understand how effective or ineffective that marketing program is. So this is really important. I like to look at them as discrete units and then I put 'em all together in the marketing plan because they all complement each other and there are things where they work simultaneously together, synergistically together, so that everything can be very, very effective. So one plus one equals three when these are put together. But you got to look at 'em as individual.