How to optimize acquisition in different sales channels
Posted: Mon Jan 06, 2025 8:40 am
María Serrano , from Marketing at Allzone ; Jordi Tomás , CMO at Saba, and Carla Tarrés , CEO & co-founder of Hanaley opened the day with a panel moderated by Adrián Aira , CEO of the Marketing4eCommerce Academy .
The discussion began by talking about how digital acquisition is under pressure due to rising prices , and also about the doubts that are emerging around the big players (Meta, Google, Amazon…) and how alternative channels are emerging as really interesting options. As Carla (Hanaley) reflected, “ you can’t just rely on one channel , you have to invest in different channels and in different, very specific campaigns .”
When it came to identifying their main acquisition channels, everyone highlighted the important role of organic traffic . For her part, María (AllZone) pointed out that everything related to the architecture of her website plays a fundamental role , “ we work on paid media campaigns and we also do a lot of organic work. We also work a lot on product descriptions, both in descriptions and in categories and subcategories with SEO optimization .” And she confessed to us that they work more on loyalty than acquisition, on having a satisfied customer who comes back.
Similarly, for Saba , one of its main objectives is to build belize number data loyalty and get users to download its app . A complex task, but one that is finding new opportunities thanks to a paradigm shift. “ The new generations plan much more than before , they are already looking for the best parking and that benefits us. It is important to be well positioned on Maps and have tools to be able to attract these users .” In addition to this, Jordi explained to us how his strategy varies in each of the nine countries in which Saba is located . Where the types of parking are very different and cover very different services, from common parking to parking in airports, hospitals, etc.
As for the role of social media in their strategy, Carla explained how Hanaley works with two types of content: “ one that seeks the wow effect (showing a lost island in Indonesia, for example), very viral, but which is difficult to sell because it is less accessible. And then, another one oriented towards selling where we show more accessible trips, with recommendations or trends such as “the best honeymoon destinations” ”. The need to find a balance between both types of content was highlighted, in this way they cover both the upper part of the funnel and the lower part .
The discussion began by talking about how digital acquisition is under pressure due to rising prices , and also about the doubts that are emerging around the big players (Meta, Google, Amazon…) and how alternative channels are emerging as really interesting options. As Carla (Hanaley) reflected, “ you can’t just rely on one channel , you have to invest in different channels and in different, very specific campaigns .”
When it came to identifying their main acquisition channels, everyone highlighted the important role of organic traffic . For her part, María (AllZone) pointed out that everything related to the architecture of her website plays a fundamental role , “ we work on paid media campaigns and we also do a lot of organic work. We also work a lot on product descriptions, both in descriptions and in categories and subcategories with SEO optimization .” And she confessed to us that they work more on loyalty than acquisition, on having a satisfied customer who comes back.
Similarly, for Saba , one of its main objectives is to build belize number data loyalty and get users to download its app . A complex task, but one that is finding new opportunities thanks to a paradigm shift. “ The new generations plan much more than before , they are already looking for the best parking and that benefits us. It is important to be well positioned on Maps and have tools to be able to attract these users .” In addition to this, Jordi explained to us how his strategy varies in each of the nine countries in which Saba is located . Where the types of parking are very different and cover very different services, from common parking to parking in airports, hospitals, etc.
As for the role of social media in their strategy, Carla explained how Hanaley works with two types of content: “ one that seeks the wow effect (showing a lost island in Indonesia, for example), very viral, but which is difficult to sell because it is less accessible. And then, another one oriented towards selling where we show more accessible trips, with recommendations or trends such as “the best honeymoon destinations” ”. The need to find a balance between both types of content was highlighted, in this way they cover both the upper part of the funnel and the lower part .