A Survey of B2C Marketing Executives Reveals They Allocate Most of Their 2023 Budget to Costly Acquisition Versus Retention
Optimove
MAY 30, 2023
Our May 2023 survey of marketers shows that for the second year in a row, respondents continue to allocate more of their budget for acquisition marketing versus retention marketing, despite consumer spending uncertainty, and that new customer acquisition can cost five times more than retaining an existing one.
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