ABSTRACT
The customer acquisition process consists of defining target markets and recruiting new customers. This chapter describes how marketers can use owned and earned Digital Marketing communication channels to connect with customers and lead them to digital sales channels. It discusses the two main forms of search engine marketing. Then, the chapter explains the concepts of link-building and link profiles. It also looks at the factors that determine the quality of the individual links, as well as what is necessary in terms of preparation for link-building. After explaining what a healthy link profile contains, the layers of the link profile are explained, using some visual examples. Then, the chapter explains the role of owned and earned social media channels during the customer acquisition process, the steps towards a digital customer acquisition campaign and methods for stimulating sales on social media. Finally, the chapter also discusses on email marketing and its role in the Digital Marketing communication funnel.
