Defines the role of customer acquisition in promoting the growth of an idea, business, policy, etc.

Understands key concepts associated with customer acquisition (marketing, channels, etc.)

Distinguishes customer acquisition from lead generation, in terms of customer journeys

Lists various approaches for customer acquisition (social media, emails, etc.)

Contributes to the development of customer acquisition strategies

Documents trends and evolving evidence regarding acquisition channels (new platforms, resources, etc.)

Identifies different customer acquisition methods, depending on the audience, resources and overall strategy

Categorises customer acquisition approaches based on their return on investments

Develops customer acquisition strategies which include costs, measurement indicators, etc.

Adapts customer acquisition channels and methods to changing evidence

Investigates the effectiveness of content marketing methods on customer acquisition

Reviews customer acquisition approaches to minimise costs

Monitors customer acquisition strategies through 4 lenses (sustainable, flexible, targeted, and diversified)

Corrects bottlenecks in customer acquisition channels and methods

Prioritises customer acquisition and retention, taking into account the objective of the idea, business, policy, etc.

Evaluates customer acquisition methods to avoid creative fatigue