SheerID infographic on the pressures on digital marketers to rise above the noise of constant discount campaigns and how gated offers can help

1. HOW AMERICANS WANT EXCLUSIVE OFFERSMORE OF THE SAME WON’T BRING DIFFERENT RESULTS
These results were drawn from “The State of Customer Acquisition - How Marketers are Confronting the Challenges of a
Noisy Marketplace.” You can download the full report here.
About the Study
SheerID partnered with WBR Insights to survey 150 leaders in customer acquisition across five different consumer-facing
industries. Most respondents represent B2C companies generating $1 billion or more in annual revenue.
Digital Marketers
Are In a Pressure Cooker
Are under more pressure to
meet acquisition and revenue goals
than last year.
Differentiating from
competitors
Privacy concerns
and/or privacy
regulations
Marketers say their greatest challenge is brand differentiation.
Privacy concerns and regulations make reaching their buyers even harder,
and rising costs means they have to do more with less.
Marketer’s are stuck between a rock and a hard place.
While they believe more promotions are effective, they also realize flooding
the market with universal discounting makes it hard to stand out.
What is your greatest customer
acquisition challenge?
What is preventing you from seeing higher conversion rates?
How do you expect your spending to change next year?
Would you be interested in creating a gated offer to
improve conversion rates?
–TOP CHALLENGES–
23%
19%
16%16%
13%
12%
Increasing costs
(eg. CPC, CPM) of
current channels
Internal issues (eg.
limited operational
resources, or hard
to reach goals)
Reaching my
target audience
Decreasing
conversion on
promotions and
offers
%60
of marketers
are troubled by their lack of
control of consumer data with
online and social advertising
networks.
%55
Consumer fatigue
or conditioning to
discounts
A lack of
differentiation
An inability to
target a specific
segment
of marketers regularly use
universal price discounting as a
customer acquisition tool.
of all marketers run
promotions quarterly or
more.
of marketers believe running
more promotions and discounts
would help increase sales.
in1 2
marketers
are worried about the
rising costs of digital
advertising.
Marketers plan to increase promotions, but that will only raise the level
of noise in the marketplace.
90%61% 56%
Increase Spending Same Spending
Social Broadcast
(TV / Radio)
Display Print Search EmailDirect Mail Out-of-home
97% 97% 97% 95% 94%
97%
88%
97%
91%
CHANGE IS COMING
%71of marketers
are looking for ways to
differentiate through new
ad channels.
%70
of marketers
said they would either test or
regularly use gated offers.
Gated offers are promotions designed for members
of a particular group, such as students, teachers or
the military, and customers have to prove their
eligibility to receive them. This ability to personalize
a promotion makes gated offers a highly appealing
approach to customer acquisition.
YES,
I would regularly
use it as part of my
promotion mix
YES, YES,
I would
test it
I would
do more
research
NO,
I would
not use it
HOW AMERICANS WANT EXCLUSIVE OFFERSMARKETER'S SEE A LIGHT AT THE END OF THE TUNNEL: GATED OFFERS
THE CURRENT APPROACH DELIVERS DIMINISHING RETURNS
FREQUENT AND MASS DISCOUNTS ARE LIKELY FUELING THE PROBLEM
HOW AMERICANS WANT EXCLUSIVE OFFERSWHAT’S CAUSING THE PRESSURE?
Said it’s so bad,
they “feel like Bill Murray in
Groundhog Day — running on
a never-ending hamster wheel”
40%
8 10/
%54 %53
36%
34%
25%
5%