EXECUTIVE SUMMARY
Reports reveal that finding a new customer can cost five times more than retaining anexisting one. In addition, selling an existing customer has a 60-70% success rate versus a5-20% of selling a new customer.
Yet, the survey results in this report show that marketers continue to allocate more budgetto acquisition marketing versus retention marketing in the face of economic uncertainty.The U.S. Federal Reserve commented in March 2023 that “Consumer spending wasgenerally seen as flat to down slightly amid continued reports of moderate price growth.”
Plus, trend results of three recent Optimove surveys show that consumers’ plannedshopping budgets are unpredictable. In August 2022, nineteen percent (19%) ofconsumers planned on spending more, in February 14%, and 22% in March 2023.
This survey reveals issues that could hold marketers back from shifting more budget tocustomer-led retention marketing. It also reveals a certain difficulty in adapting to newtechnologies that drive deeper connections and personalization to their consumers.
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