The article by Owii et al. (2018) is relevant because it offers general information about what customer acquisition is and what stages it has. These authors also comment on the fact when businesses should acquire clients and how this process should be implemented. This study can provide the necessary background data to start conducting research.
Numerous organizations deal with customer acquisition and want to achieve optimal outcomes with the task. Various mass media platforms are currently effective in finding new clients in the present world (You & Joshi, 2020). Consequently, this article can demonstrate that the company under analysis should invest more time and effort in developing its media presence to achieve more customers.
Sedalo et al. (2022) offer an explanation of why social media contributes to customer acquisition. These platforms provide businesses with specific affordances, including brand visibility, sharing, and direct relationship with people and other organizations. This article is significant for the research because the former demonstrates how the selected organization can find new clients. It is also worth admitting that social media is a cost-effective way to cope with the task.
Organizations typically spend many financial resources to acquire customers. Interactive channels are considered more effective and cost-efficient, and they include word-of-mouth, search engine optimization, online forums, and others (Majid, 2020). This information is important to the research project because it reveals the most effective ways to find new clients.
Once customers are acquired, it is necessary to determine whether and how they should be retained. The balance between these two activities should be established to ensure that an organization is correctly staffed (Furman et al., 2021). The research project will benefit from the article because it reveals what processes the organization should implement to remain with clients.
References
Furman, E., Diamant, A., & Kristal, M. (2021). Customer acquisition and retention: A fluid approach for staffing. Production and Operations Management, 30(11), 4236-4257. Web.
Majid, K. A. (2020). Effect of interactive marketing channels on service customer acquisition. Journal of Services Marketing, 35(3), 299-311. Web.
Owii, M. A., Wasike, S., & Ntale, J. (2018). Customer relationship management and competitive advantage: A case of Kenya school of government. Journal of Strategic Management, 2(5), 32-46.
Sedalo, G., Boateng, H., & Kosiba, J. P. (2022). Exploring social media affordance in relationship marketing practices in SMEs. Digital Business, 2(1), 100017. Web.
You, Y., & Joshi, A. M. (2020). The impact of user-generated content and traditional media on customer acquisition and retention. Journal of Advertising, 49(3), 213-233. Web.