Acquisition and Retention via Online Communities EMarketer recently published research into interactive ROI, and concluded that the primary objectives of online marketers are to acquire and retain new customers. Now it’s the fall and little has changed. There are a number of projects, technologies and tactics that can be deployed to drive customer acquisition and retention, and I will be focusing on how publishers and brands can apply their online community platform for this purpose. While the explicit definition of the terms ‘customer’, ‘acquired’ and ‘retained’ vary across organizations, I consider a new registered website user to be acquired, and a returning registered website participant to be retained. (more…)