What advice would you give to companies that want to build the most effective strategy possible?

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EA: Unfortunately, there is no miracle recipe! Acquisition professionals can assess the relevance of the strategy used in a few minutes based on the average basket, activity, objectives and investments of a company. We advise companies to approach companies with experience (7-10 years of experience) on these levers and on similar segments in order to set up the most relevant strategy. For many companies, a bad choice can be catastrophic for the growth of the business.


In what frame of mind should we approach this issue middle east mobile number list of visibility on the Internet and who, within the company, should be responsible for managing it?

EA: The most successful companies constantly question their achievements and do not hesitate to invest massively in skills, both internally and externally. The subject of acquisition is so vast and so changing that you have to proactively train yourself and be supported by people who train every day. Be careful never to rest on your laurels!



You also need to have confidence in these distribution levers. Some levers are more ROI-driven than others. SEO, for example, is a particularly ROI-driven lever over a longer time scale. However, you should not neglect the less ROI-driven levers that still contribute to your marketing ecosystem and your performance on search. Within the company, it is the CMO who must be responsible for implementing the acquisition strategy, deploying the resources necessary to achieve the objectives and adjusting the strategy based on the results observed. Depending on the size of the company, the team will be more or less large and more or less specialized by lever.