Among one of the many responsibilities of a Head of Growth, CMO or Head of User Acquisition, it is necessary to plan and distribute the company’s marketing budget through different paid acquisition channels. There are plenty of existing paid acquisition channels to grow our business, and if we could have an unlimited budget, we would surely try to use all of them. However, considering that marketing budget, regardless of their size, is finite we should ask ourselves these questions: what’s the best way to distribute the budget? What are the best paid channels to use? In which moment should we choose one or another?
This article does not intend to explain what the steps are for executing a user acquisition campaign neither does it describes all possible acquisition channels to use. The aim of this article is to help improving the vision of the person in charge of the company’s growth choosing between all different paid acquisition channels based on criteria such as market share or potential market through a simple framework. This model has been developed based on framework described by Eric Seufert in his article “Brand marketing and performance marketing could co-exist on mobile” which explains the relationship between “performance” and “brand marketing” based on such a model. It is important to mention that this article applies to the “mobile app” ecosystem although it could be extrapolated to other sectors.
Continue reading “Paid acquisition channels. Which one should we choose?”
