eMarketer reported a couple of weeks ago the results by Unisfair asking marketers to rank their top priorities in 2010. You can see the results for yourself. The number one goal is new customer acquisition.
A couple of other things caught my eye however. For example "thought leadership"?
Now I've not seen the questions but my guess is that they must have been multiple choice. Thought leadership is a tactic, not a goal. Why does a marketer want to be a thought leader? Only as a means to drive one or all of the other goals. As a company that promotes Corporate Blogging Software, we often get caught in these conversations with marketers.
We see companies all the time that want to imitate a blogging solution because they think it will help them become a thought leader (which is can). What these marketers often don't think through is WHY they want to be a thought leader?
The only reason can be to drive customer acquisition first and hopefully influence retention. On the acquisition side, I am pretty sure we all agree that search is the greatest acquisition tool of all time. After all, you have a prospect that doesn't know you but is still willing to tell you their problem. All you have to do is show up in the search results and look credible.
This is really why in this same study, social media and search engine optimization were the one and two tactics listed:
Keep in mind what we have been talking about all along here. Blogging for Search is what this is all about. Targeted blogs rank highly for search. The humanity of the media is what converts that searcher into a prospect. It's about target marketing and credibility. That is what makes corporate blogging one of the fastest adopting tools in the marketing arsenal.
Comments for Marketers to focus on New Customer Acquisition in 2010. Hallelujah!
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