User acquisition or UA is the process of gaining the attention of new users to a website, product, or service. By using data science, marketers find new patterns and trends in user acquisition and implement new strategies in their marketing efforts. Obviously, trends change often and marketers have to constantly monitor data and optimize their efforts.
Since the competition in every industry nowadays is crazy, user acquisition is essential: it will help you to understand how to stand out among other brands, win over new users, boost your revenue, and raise attention about your business. Moreover, UA lets you target specific users and get more conversions with less effort and budget spent.
In order to reap all the benefits of UA, marketers have to do quite some preparation and monitoring. First of all, they research potential user profiles: who they are, where they are from, where they can be found and when, what their habits, routines, and buying patterns are, etc. Based on that information, marketers choose marketing channels, targeting audience, time, and location, and work on creatives. Testing is especially useful in user acquisition since it allows professionals to find what works the best and constantly optimize the marketing channels based on that information.
The main challenges of user acquisition are the ever-changing market and creative burnout caused by it. Marketers have to constantly change their strategies and come up with new creatives to correspond to new trends. It drains the energy out of the creators immensely.
