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uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="browser"><use href="/icons/sprites.svg#browser"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Web Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/sms"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="message-text-square-02"><use href="/icons/sprites.svg#message-text-square-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">SMS/RCS</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/whatsapp"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-call-01"><use href="/icons/sprites.svg#phone-call-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">WhatsApp</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="dots-grid"><use href="/icons/sprites.svg#dots-grid"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md text-purple-700">View all channels</span></div></a></li></ul></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap p-2 sm:p-3 bg-[#C9C4FF80] relative z-10 gap-3 items-end sm:justify-between xl:justify-start rounded-lg mt-4"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Solutions<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Solutions" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit 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href="/solutions/media-entertainment"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Media & Entertainment</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/gaming"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="gaming-pad-01"><use href="/icons/sprites.svg#gaming-pad-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Gaming</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/on-demand"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" 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text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Optimize Onboarding</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/boost-productivity"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="pencil-01"><use href="/icons/sprites.svg#pencil-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Boost Productivity</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/improve-acquisition"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="pie-chart-01"><use 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full xl:hidden" href="/get-started">Get Started</a><button data-collapse-toggle="mega-menu-full" type="button" class="flex-none h-full focus:outline-none focus:ring-2 xl:hidden p-4" aria-controls="mega-menu-full" aria-expanded="false"><span class="sr-only">Open main menu</span><span class="block relative h-[13px] w-[16px]"><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-0 rotate-0"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[6px] opacity-1"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[12px] rotate-0"></span></span></button></div></div></nav></header><main><!--$--><div class="relative w-full overflow-hidden bg-gray-50 pt-[74px] partner-detail-hero"><div class="container relative z-10 pb-20 pt-6"><div class="flex gap-1 text-xs"><a aria-label="Link to technology partners" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/partners/technology-partners">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to tiktok" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/partners/technology-partners/tiktok">Tiktok</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Partners","item":"https://www.braze.com/partners/technology-partners"},{"@type":"ListItem","position":2,"name":"Tiktok","item":"https://www.braze.com/partners/technology-partners/tiktok"}]}</script><div class="mt-16 flex flex-col items-start justify-between gap-6 text-center text-black lg:flex-row"><div class="flex w-full flex-col gap-8 lg:flex-row"><div class="flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2"><img alt="TikTok" loading="lazy" width="176" height="64" decoding="async" data-nimg="1" class="size-full object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F9f92d1989613c6dbbf24eabed957399add30eaa2-580x200.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F9f92d1989613c6dbbf24eabed957399add30eaa2-580x200.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F9f92d1989613c6dbbf24eabed957399add30eaa2-580x200.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Tiktok</h2><div class="flex flex-col gap-3 md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=technology&type=Message+Orchestration">Message Orchestration</a><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=technology&type=Ad+Retargeting">Ad Retargeting</a></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[37px] w-full text-sm sm:w-fit" href="/docs/partners/canvas_steps/tiktok_audience_sync">View Documentation</a><a href="https://www.tiktok.com/business/en-US?tt4b_lang_redirect=1" target="_blank" rel="noreferrer noopener" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[37px] w-full text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Technology</span></div></div></div></aside><main class="flex shrink-0 grow basis-0 flex-col gap-12"><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">What is TikTok?</h3><div class="flex flex-col gap-6"><p>TikTok is the leading destination for short-form mobile videos.<br/></p></div></section><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold 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hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">16<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Customer acquisition strategies: What they are, why they matter, and how to master them</h4><span class="text-sm font-bold text-gray-500">March 31, 2025</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" 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The forward-looking statements included in this blog post represent the views of Braze only as of the date of this blog post, and Braze assumes no obligation, and does not intend to update these forward-looking statements, except as required by law."])</script><script>self.__next_f.push([1,"c:[\"$\",\"$2d\",null,{\"children\":[[\"$\",\"div\",null,{\"className\":\"relative w-full overflow-hidden bg-gray-50 pt-[74px] partner-detail-hero\",\"children\":[\"$\",\"div\",null,{\"className\":\"container relative z-10 pb-20 pt-6\",\"children\":[[\"$\",\"$L33\",null,{\"items\":[{\"label\":\"Partners\",\"link\":\"/partners/technology-partners\"},{\"label\":\"Tiktok\"}]}],[\"$\",\"div\",null,{\"className\":\"mt-16 flex flex-col items-start justify-between gap-6 text-center text-black lg:flex-row\",\"children\":[[\"$\",\"div\",null,{\"className\":\"flex w-full flex-col gap-8 lg:flex-row\",\"children\":[[\"$\",\"div\",null,{\"className\":\"flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2\",\"children\":[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/9f92d1989613c6dbbf24eabed957399add30eaa2-580x200.png\",\"alt\":\"TikTok\",\"width\":176,\"height\":64,\"className\":\"size-full object-contain\"}]}],[\"$\",\"div\",null,{\"className\":\"flex flex-col items-start gap-8\",\"children\":[[\"$\",\"h2\",null,{\"className\":\"max-w-screen-md text-start\",\"children\":\"Tiktok\"}],\"$undefined\",[\"$\",\"div\",null,{\"className\":\"flex flex-col gap-3 md:flex-row\",\"children\":[[[\"$\",\"$L2f\",\"0\",{\"href\":\"/partners/search?partner=technology\u0026type=Message+Orchestration\",\"variant\":\"secondaryGray\",\"label\":\"Message Orchestration\",\"className\":\"h-[28px]\"}],[\"$\",\"$L2f\",\"1\",{\"href\":\"/partners/search?partner=technology\u0026type=Ad+Retargeting\",\"variant\":\"secondaryGray\",\"label\":\"Ad Retargeting\",\"className\":\"h-[28px]\"}]],\"$undefined\"]}]]}]]}],[\"$\",\"div\",null,{\"className\":\"flex w-full flex-col gap-3 sm:w-fit md:flex-row\",\"children\":[[\"$\",\"$L2f\",null,{\"label\":\"View Documentation\",\"variant\":\"primary\",\"href\":\"https://www.braze.com/docs/partners/canvas_steps/tiktok_audience_sync/\",\"className\":\"h-[37px] w-full text-sm sm:w-fit\",\"target\":\"_blank\"}],[\"$\",\"$L2f\",null,{\"label\":\"View Partner Website\",\"variant\":\"secondaryGray\",\"href\":\"https://www.tiktok.com/business/en-US?tt4b_lang_redirect=1\",\"className\":\"h-[37px] w-full text-sm sm:w-fit\",\"target\":\"_blank\"}]]}]]}]]}]}],[\"$\",\"$L34\",null,{\"details\":{\"_id\":\"imported-craft-350909\",\"categories\":{\"industries\":null,\"productFeatures\":null,\"regions\":null,\"technologyPartnerTypes\":[{\"_id\":\"imported-craft-75316\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Message Orchestration\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Orchestration de messages\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Orquestração de mensagens\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"メッセージオーケストレーション\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"메시지 오케스트레이션\"}],\"slug\":{\"current\":\"message-orchestration\"}},{\"_id\":\"imported-craft-75328\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Ad Retargeting\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Reciblage des annonces\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Redirecionamento de anúncios\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"広告リターゲティング\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"광고 리타겟팅\"}],\"slug\":{\"current\":\"ad-retargeting\"}}],\"topics\":null,\"useCases\":null},\"company\":{\"_createdAt\":\"2024-05-16T18:06:20Z\",\"_id\":\"imported-craft-350911\",\"_rev\":\"LH5f7Hr0x4bwLSK8Bfce7g\",\"_type\":\"company\",\"_updatedAt\":\"2024-07-31T21:21:01Z\",\"logotype\":{\"default\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-9f92d1989613c6dbbf24eabed957399add30eaa2-580x200-png\",\"_type\":\"reference\"}},\"onDark\":null,\"onLight\":null},\"name\":\"TikTok\",\"url\":\"https://www.tiktok.com/business/en-US?tt4b_lang_redirect=1\"},\"date\":\"2024-05-16T21:01:23Z\",\"documentationUrl\":\"https://www.braze.com/docs/partners/canvas_steps/tiktok_audience_sync/\",\"featuredContent\":null,\"howWeWorkTogether\":[{\"_key\":\"9f7b4722bff9\",\"_type\":\"block\",\"children\":[{\"_key\":\"9f7b4722bff90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dynamically sync your first-party user data from Braze directly into TikTok for ad retargeting, lookalike modeling, and suppression. With the Audience Sync to TikTok, you can keep your customer experiences personalized across channels while optimizing ad spend.\\n\"}],\"markDefs\":[],\"style\":\"normal\"}],\"title\":\"Tiktok\",\"whatIsIt\":[{\"_key\":\"56fac797d5e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"56fac797d5e20\",\"_type\":\"span\",\"marks\":[],\"text\":\"TikTok is the leading destination for short-form mobile videos.\\n\"}],\"markDefs\":[],\"style\":\"normal\"}]},\"partnerType\":\"technology\"}],[\"$\",\"div\",null,{\"className\":\"container bg-gray-50 py-[50px] md:py-24\",\"children\":[\"$\",\"$L35\",null,{\"title\":\"Related Content\",\"callToAction\":{\"label\":\"View More\",\"variant\":\"secondaryGray\",\"href\":\"/partners/search?partner=Technology\u0026type=Data%20%26%20Analytics\"},\"cards\":[{\"_id\":\"4c1e00dd-1e80-4fec-8c86-be7a1c93afca\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"5a39a2f13d4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"87adb8e85654\",\"_type\":\"span\",\"marks\":[],\"text\":\"Every Cannes winner this year has one undeniable truth in common: a story that lingers long after the applause fades.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ca123ec5a3ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"47f9394e98b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In the cutthroat arena of marketing, storytelling isn’t just a nice-to-have; it’s the beating heart of engagement. At every industry event, this mantra reverberates through the halls, and for good reason. Consumer attention is a precious commodity, and competition is relentless. The ability to tell a compelling story defines whether your message resonates with its audience, cutting through the noise and leaving a lasting impact. Brands that wield storytelling like a masterful sword are the ones that truly connect with consumers and inspire loyalty.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"308e1b75a157\",\"_type\":\"block\",\"children\":[{\"_key\":\"46b29070158a\",\"_type\":\"span\",\"marks\":[],\"text\":\"After all, for CMOs and senior marketers, the task isn’t merely to sell products; it’s to weave narratives that resonate, engage, and—let’s not forget—convert. So when attention spans are shorter than a TikTok video, the brands that master storytelling won’t just survive; they’ll flourish.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50520a933787\",\"_type\":\"block\",\"children\":[{\"_key\":\"a95b009687f9\",\"_type\":\"span\",\"marks\":[],\"text\":\"The narrative nexus of emotion and engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b88fb7f90190\",\"_type\":\"block\",\"children\":[{\"_key\":\"46fe53207139\",\"_type\":\"span\",\"marks\":[],\"text\":\"At its essence, effective storytelling in marketing pivots on a few key elements: authenticity, relatability, and emotional connection. Emotion is what makes stories stick and wallets open; after all, wallets don’t open unless stories resonate. Think back to the last time a brand made you feel something—whether that’s joy, nostalgia, or perhaps even a twinge of anger. Those emotions are the threads that bind consumers to brands.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20b13a44abb5\",\"_type\":\"block\",\"children\":[{\"_key\":\"1bc51fbe5440\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is where persona work in marketing becomes crucial. It gives us a specific audience to tell our stories to, reminding us that we’re not just marketing to businesses, but to humans. Our brains are wired for stories; they help us make sense of the world. A well-crafted narrative activates our mirror neurons, allowing us to empathize with characters and situations, even if they’re fictional. This is why a small coffee shop sharing the journey of its beans—from the sun-drenched farms of Colombia to the skilled baristas crafting your morning brew—can transform a simple cup of coffee into a rich narrative of community, sustainability, and passion. This authenticity doesn’t just draw customers in; it cultivates loyalty that transcends the transactional nature of business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1aa8f3820751\",\"_type\":\"block\",\"children\":[{\"_key\":\"a32147591f6d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Yet, marketers often find themselves grappling with significant hurdles in crafting these compelling narratives. One major challenge? The overwhelming deluge of data at our fingertips. While data can enhance storytelling, it can also lead to “analysis paralysis.” We must sift through mountains of information to unearth the insights that truly matter, ensuring our stories remain focused and relevant.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"58bc00f331d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0d0999a7ffc\",\"_type\":\"span\",\"marks\":[],\"text\":\"The psychology of why we buy\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cc98ca9969e4\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f4f9b0ad88f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Humans buy with their hearts first, then justify with data. This emotional decision-making underscores the importance of cognitive biases in storytelling. For instance, the “bandwagon effect” suggests that we’re more likely to adopt beliefs or behaviors if we see others doing the same. This is why a narrative that showcases a community of satisfied customers can be far more persuasive than a simple product pitch; it taps into our innate desire for belonging and validation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75b2543b295d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff5bf28f0355\",\"_type\":\"span\",\"marks\":[],\"text\":\"Take \"},{\"_key\":\"c30f707e46e2\",\"_type\":\"span\",\"marks\":[\"3851c184a717\"],\"text\":\"Grubhub\"},{\"_key\":\"c67bf9fc4801\",\"_type\":\"span\",\"marks\":[],\"text\":\", for example. They launched a personalized email campaign that celebrated diners' ordering activity over the past year. By leveraging data to create a dynamic and engaging experience, Grubhub not only built brand awareness but also fostered a sense of community among their diners.\"}],\"markDefs\":[{\"_key\":\"3851c184a717\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/grubhub-case-study\"}],\"style\":\"normal\"},{\"_key\":\"36ac0fd0ef74\",\"_type\":\"richImage\",\"alt\":\"a phone displaying a taste of 2020 app\",\"asset\":{\"_ref\":\"image-cb9f03dc573fceae337ddebd0b3124c1d30f88b6-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"f8789f573708\",\"_type\":\"block\",\"children\":[{\"_key\":\"77a7dc1a1413\",\"_type\":\"span\",\"marks\":[],\"text\":\"The result? A staggering 100% increase in social media chatter and an 18% lift in word-of-mouth referrals, turning diners into enthusiastic brand advocates who share their own stories about the brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd7b000baf0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ddfee298a61\",\"_type\":\"span\",\"marks\":[],\"text\":\"Yet, the challenge remains: how do marketing leaders ensure that the data used in storytelling is not only accurate but ethically sourced? With increasing scrutiny on data privacy, marketers must navigate the fine line between personalization and intrusion. Building trust with consumers is paramount; brands must be transparent about how they use data to craft their narratives.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f8f582a34f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b280eb088c5d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Stories that sell: Successes from the field\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6c2c675921d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b439ba4572d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s explore a case study that exemplifies the power of storytelling in marketing: \"},{\"_key\":\"aee65d44affa\",\"_type\":\"span\",\"marks\":[\"90b2c111e6f3\"],\"text\":\"Panera Bread\"},{\"_key\":\"d88cfb6a085c\",\"_type\":\"span\",\"marks\":[],\"text\":\". During its largest menu transformation in history, Panera leveraged Braze to implement a cross-channel, personalized campaign strategy that engaged and retained guests. By integrating its AI-powered decision engine with Braze capabilities, Panera crafted unique narratives for each guest, delivering tailored experiences that resonated deeply with their preferences. This storytelling approach not only drove a 5% lift in retention but also resulted in a 2X increase in loyalty offer redemptions and purchase conversions.\"}],\"markDefs\":[{\"_key\":\"90b2c111e6f3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/panera-case-study\"}],\"style\":\"normal\"},{\"_key\":\"f07f0143d6f0\",\"_type\":\"richImage\",\"alt\":\"a flyer for a restaurant that says an offer just for you\",\"asset\":{\"_ref\":\"image-9f8b68dfe3a7a5ddbb7385d49d43a373d452a56b-2400x1100-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"78cd1846098d\",\"_type\":\"block\",\"children\":[{\"_key\":\"9f300ec97219\",\"_type\":\"span\",\"marks\":[],\"text\":\"Panera’s campaign featured over 4,000 unique combinations of personalized offers and product recommendations, seamlessly delivered across email, app, and web. Additionally, they generated excitement before the menu launch with a voting initiative, while dynamic personalization ensured that messaging remained relevant and meaningful. This case highlights how storytelling, powered by data and technology, can create compelling narratives that foster loyalty and drive impactful results. That’s the magic when story meets strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ed86b5e04cd5\",\"_type\":\"block\",\"children\":[{\"_key\":\"58656759299a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Next, we have \"},{\"_key\":\"2f67e7f33927\",\"_type\":\"span\",\"marks\":[\"0536893a8afc\"],\"text\":\"Canva\"},{\"_key\":\"598cb6b04ab9\",\"_type\":\"span\",\"marks\":[],\"text\":\", which utilized Braze Catalogs to create personalized messages that drove new feature adoption. Their “Time To Try” campaign was a masterclass in storytelling, as it surfaced over 75 key product features through engaging narratives tailored to each user’s design journey. This approach led to a 55% increase in message opens and a 47% increase in clicks, showcasing how storytelling can captivate audiences and encourage action.\"}],\"markDefs\":[{\"_key\":\"0536893a8afc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/canva-case-study-catalogs\"}],\"style\":\"normal\"},{\"_key\":\"bca517683099\",\"_type\":\"richImage\",\"alt\":\"an advertisement for canva magic media on a purple and orange background\",\"asset\":{\"_ref\":\"image-aa9d10110dee9c02025d1dae2cd52f04a3e34d4a-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e096e3cef2b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"2545a58eb614\",\"_type\":\"span\",\"marks\":[],\"text\":\"By focusing on dynamic segmentation and real-time personalization, Canva not only improved user engagement but also streamlined their operational efficiency, saving about 1,000 hours of production time. This case highlights how modern campaigns are about orchestrating experiences that feel personal and community-powered, enabling brands to connect with users in meaningful ways through the art of storytelling. That’s the power of narrative-driven engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f1307fbbd043\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9ba12bad3ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"As brands continue to embrace storytelling, it’s important for marketing leaders to remain agile and responsive. By fostering open communication and being attuned to audience feedback, brands can enhance their narratives and strengthen connections with their customers, ensuring that their stories resonate and inspire.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"41743cadbb52\",\"_type\":\"block\",\"children\":[{\"_key\":\"55ba3e3c9e32\",\"_type\":\"span\",\"marks\":[],\"text\":\"The future of storycraft\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"295521781ee2\",\"_type\":\"block\",\"children\":[{\"_key\":\"5850054f6922\",\"_type\":\"span\",\"marks\":[],\"text\":\"As we plunge headfirst into the exhilarating whirlwind of the marketing landscape, it’s not just important—it’s absolutely essential to harness the latest tools and techniques to strengthen our storytelling efforts. From AI-driven content creation that feels like magic to immersive experiences through augmented reality that transport us to new worlds, the possibilities are nothing short of electrifying. Brands that lead the pack and embrace these innovative technologies can craft multi-dimensional narratives that captivate audiences in ways we once thought were beyond aspirational.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"879980ffa394\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b2fe45cdf8f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Picture this: a future where consumers don’t just read about a brand’s story—they step right into it through virtual reality, embarking on a firsthand journey of a product’s evolution. \"},{\"_key\":\"f7b2eba2ce66\",\"_type\":\"span\",\"marks\":[\"ff34a32f5bd2\"],\"text\":\"AI\"},{\"_key\":\"ce89961e71f9\",\"_type\":\"span\",\"marks\":[],\"text\":\" is truly a game-changer in this regard. With 39% of respondents in the \"},{\"_key\":\"79b73c1d3ec4\",\"_type\":\"span\",\"marks\":[\"4347fc85757c\"],\"text\":\"Braze 2025 Global Customer Engagement Review\"},{\"_key\":\"a6f8fb8e32c7\",\"_type\":\"span\",\"marks\":[],\"text\":\" already wielding AI-powered solutions to dissect customer data in sophisticated ways, and 38% leveraging AI tools to decode customer sentiment and preferences, the landscape is shifting rapidly.\"}],\"markDefs\":[{\"_key\":\"ff34a32f5bd2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai\"},{\"_key\":\"4347fc85757c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/global-customer-engagement-review\"}],\"style\":\"normal\"},{\"_key\":\"999d9e185ba3\",\"_type\":\"block\",\"children\":[{\"_key\":\"9c4b3c42a974\",\"_type\":\"span\",\"marks\":[],\"text\":\"But here’s the kicker—79% of surveyed marketing executives admit they’re not fully confident in grasping user preferences and sentiment. This isn’t just a statistic; it’s a wake-up call for brands to not only adopt these cutting-edge innovations but to masterfully wield the insights they offer. These advancements are not fleeting trends; they are the very future of storytelling in marketing, and those who embrace them will be the ones who not only survive but thrive in this vibrant new era.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aff16ed863b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"174b8d91ebb8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conclusion\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ffb77686f0d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8a784581772\",\"_type\":\"span\",\"marks\":[],\"text\":\"Storytelling is not just a marketing tactic; it is an art form that demands creativity, empathy, and a profound understanding of our audience. By embracing the latest tools and techniques, we can craft narratives that not only captivate but also convert.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c2b7c2205a68\",\"_type\":\"block\",\"children\":[{\"_key\":\"1798364c2812\",\"_type\":\"span\",\"marks\":[],\"text\":\"In a world where every brand is vying for attention, the ones that succeed will be those that tell compelling stories—stories that resonate, inspire, and foster lasting relationships with consumers. So, let’s take a page from the storytellers of old and craft our brand narratives with intention and passion. After all, every brand has a story waiting to be told. Will yours be the one that captivates the world?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"605fa140fdaa\",\"_type\":\"block\",\"children\":[{\"_key\":\"193c392fffff\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Remember, the best stories don’t just get remembered—they get results.\"},{\"_key\":\"7efad38201de\",\"_type\":\"span\",\"marks\":[],\"text\":\" For more examples of storytelling that sells, explore the Braze Inspiration Guide, featuring 50 customizable use cases designed to enhance your storytelling strategy. \"},{\"_key\":\"c3d186889255\",\"_type\":\"span\",\"marks\":[\"2e4cb75fe90f\"],\"text\":\"Download it here\"},{\"_key\":\"a1485bc23ff6\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"2e4cb75fe90f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/braze-inspiration-guide\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/2e34b8c97273be06415275b9b0b8ddd8c95205ed-3840x2160.png\",\"publishedDate\":\"2025-06-13T08:09:20.462Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-6c5cfd644f02dcd7bd937e7fd9f3d29a15ebb424-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Learn how to craft brand stories that captivate and convert browsers into buyers.\",\"pageTitle\":\"Once upon a brand: Crafting stories that captivate and convert\",\"slug\":{\"_type\":\"slug\",\"current\":\"once-upon-a-brand-crafting-stories-that-captivate-and-convert\"}},\"title\":\"Once upon a brand: Crafting stories that captivate and convert\"},{\"_id\":\"a34b1fe8-e948-4002-8c9a-0621a26136af\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"ccf27740d1e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8a4c6b4241b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Picture this: A Gen Z shopper gets a buzz on their phone—not an email notification, but a personalized push about a product drop. They tap instantly. For this generation, connection happens in real time, on the channels they use most. While every generation values messages that feel personal and authentic, Gen Z cares just as much about \"},{\"_key\":\"d594dce06cc6\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"how\"},{\"_key\":\"531fa1106bc0\",\"_type\":\"span\",\"marks\":[],\"text\":\" those messages reach them. The brands that win their attention aren’t the loudest in the inbox; they’re the ones that show up seamlessly in their digital lives with messages that feel timely, relevant, and worth engaging with.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"17566e94f29e\",\"_type\":\"block\",\"children\":[{\"_key\":\"42d7a9794cba\",\"_type\":\"span\",\"marks\":[],\"text\":\"Gen Z is more than just the first fully digital generation—they’re also the most values-conscious. They seek out brands that feel genuine, transparent, and aligned with their personal beliefs. They want to connect with brands that reflect who they are and what they stand for, and they’re quick to disengage when those connections feel inauthentic. For marketers, this means creating experiences that go beyond simple promotion, but instead tell real stories, reflect shared values, and build trust through every touchpoint.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a547c4e80d34\",\"_type\":\"block\",\"children\":[{\"_key\":\"0fffd0078606\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Where to reach Gen Z\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6054a4c79d67\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc22466ad824\",\"_type\":\"span\",\"marks\":[],\"text\":\"While email remains the preferred communication channel for consumers, holding steady at \"},{\"_key\":\"0a9c90e8566b\",\"_type\":\"span\",\"marks\":[\"c224658528c0\"],\"text\":\"42%\"},{\"_key\":\"a85d56c7911c\",\"_type\":\"span\",\"marks\":[],\"text\":\" in both 2023 and 2025, generational differences are beginning to influence how audiences engage with brands. Younger consumers—particularly Gen Z—are showing declining interest in receiving brand emails, with preference dropping from \"},{\"_key\":\"5f55298e38ea\",\"_type\":\"span\",\"marks\":[\"bfce109b69dd\"],\"text\":\"39% to 32%\"},{\"_key\":\"829e5f16a484\",\"_type\":\"span\",\"marks\":[],\"text\":\" over the same period. Many Gen Z consumers feel overwhelmed by the growing volume of promotional emails over the past two years, and according to \"},{\"_key\":\"9fbde7f0a8ac\",\"_type\":\"span\",\"marks\":[\"a0f68cbc16bd\"],\"text\":\"Accenture\"},{\"_key\":\"72e0173f78c6\",\"_type\":\"span\",\"marks\":[],\"text\":\", 74% of consumers who receive too many messages from a brand ultimately choose not to make a purchase.\"}],\"markDefs\":[{\"_key\":\"c224658528c0\",\"_type\":\"link\",\"href\":\"https://www.gartner.com/en/documents/6792934\"},{\"_key\":\"bfce109b69dd\",\"_type\":\"link\",\"href\":\"https://www.gartner.com/en/documents/6792934\"},{\"_key\":\"a0f68cbc16bd\",\"_type\":\"link\",\"href\":\"https://www.accenture.com/us-en/insights/consulting/empowered-consumer\"}],\"style\":\"normal\"},{\"_key\":\"fd1b618870bd\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3e4f3c6db97\",\"_type\":\"span\",\"marks\":[],\"text\":\"So, where are younger audiences heading? Gen Z is turning to mobile channels—brand apps, push notifications, and SMS—to connect with the brands they love. As the first digital-native generation, they spend more than \"},{\"_key\":\"c0aab24184a4\",\"_type\":\"span\",\"marks\":[\"913f6f001933\"],\"text\":\"six hours a day\"},{\"_key\":\"593bd5c1eec0\",\"_type\":\"span\",\"marks\":[],\"text\":\" on their phones, far more than older age groups. To capture their attention, brands need to show up on the platforms Gen Z uses most and invest meaningfully in mobile engagement.\"}],\"markDefs\":[{\"_key\":\"913f6f001933\",\"_type\":\"link\",\"href\":\"https://www.emarketer.com/learningcenter/guides/generation-z-facts/\"}],\"style\":\"normal\"},{\"_key\":\"335a47f8a354\",\"_type\":\"block\",\"children\":[{\"_key\":\"22df41ccaf9e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mobile apps rank among the top three preferred channels for consumers receiving marketing communications from brands they already know. While not every message type is ideal for mobile, \"},{\"_key\":\"e4b4a42bface\",\"_type\":\"span\",\"marks\":[\"ef3d735e95ac\"],\"text\":\"Gartner research\"},{\"_key\":\"413dec436527\",\"_type\":\"span\",\"marks\":[],\"text\":\" showed that Gen Z consumers favor mobile-friendly channels for updates such as product announcements, account alerts, promotions or discount offers, and customer feedback. Speaking of customer feedback, Gen Z is known to be the generation \"},{\"_key\":\"d7836e84501f\",\"_type\":\"span\",\"marks\":[\"0fad07c61def\"],\"text\":\"most likely to complain or leave a negative review\"},{\"_key\":\"1d01f8e64dc9\",\"_type\":\"span\",\"marks\":[],\"text\":\", so give them the opportunity to have their voices heard with an \"},{\"_key\":\"dcde14a0157d\",\"_type\":\"span\",\"marks\":[\"8d1859719074\"],\"text\":\"in-app survey\"},{\"_key\":\"17e6c72e342f\",\"_type\":\"span\",\"marks\":[],\"text\":\" like the examples below!\"}],\"markDefs\":[{\"_key\":\"ef3d735e95ac\",\"_type\":\"link\",\"href\":\"https://drive.google.com/file/d/1KfQ6wX_MAJPKt1rkAo4jmZeBf5hXqUfS/view\"},{\"_key\":\"0fad07c61def\",\"_type\":\"link\",\"href\":\"https://www.newsweek.com/gen-z-customers-complain-the-most-of-all-groups-report-10897462\"},{\"_key\":\"8d1859719074\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/in-app-surveys\"}],\"style\":\"normal\"},{\"_key\":\"0f774403ff43\",\"_type\":\"richImage\",\"alt\":\"Three user interface forms: notification preferences with \\\"Promotions\\\" and \\\"Events\\\" checked, dietary preferences with \\\"Vegan\\\" checked, and a satisfaction survey with \\\"Somewhat satisfied\\\" selected.\",\"asset\":{\"_ref\":\"image-acffd48c85eb0e2e3bb59935b0040dd0436f1b82-2400x1350-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b54098a05784\",\"_type\":\"block\",\"children\":[{\"_key\":\"b58953bb3850\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How to reach Gen Z\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f49b043ab3d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cda24878918\",\"_type\":\"span\",\"marks\":[],\"text\":\"To reach Gen Z, brands need to show up where they already are—and that starts on mobile and social. This generation lives on platforms like TikTok, Instagram, and YouTube, where discovery happens through creative storytelling and active participation. Integrate your mobile app and social campaigns to create interactive, visually engaging content that feels native to the platform, and less like an ad. Keep it concise, dynamic, and designed to capture attention within seconds.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b5b67b535906\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ab0d6738bd2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization is also key, as \"},{\"_key\":\"2ff206864ea1\",\"_type\":\"span\",\"marks\":[\"dd3cd002a3d0\"],\"text\":\"87%\"},{\"_key\":\"58d4aabccd5a\",\"_type\":\"span\",\"marks\":[],\"text\":\" of Gen Z consumers prefer tailored recommendations. To deliver messages that reflect what users have explored, purchased, or shown interest in, brands need a platform that captures and unifies customer data across channels—ensuring every touchpoint is informed by a complete view of the customer. AI decisioning tools, like the\"},{\"_key\":\"75a711061393\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"6746f726669f\",\"_type\":\"span\",\"marks\":[\"4b0b3e706ed8\",\"strong\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"2574bc72e872\",\"_type\":\"span\",\"marks\":[],\"text\":\", can take this a step further by automatically optimizing which message to send, on which channel, and at what time. The result is outreach that feels like a genuine conversation rather than a generic campaign, making every interaction more relevant and impactful.\"}],\"markDefs\":[{\"_key\":\"dd3cd002a3d0\",\"_type\":\"link\",\"href\":\"https://youappi.com/blog/mobile-marketing-strategies-for-gen-z-and-gen-alpha/\"},{\"_key\":\"4b0b3e706ed8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"a50a43373cfb\",\"_type\":\"richImage\",\"alt\":\"User interface with purple cards showing profiles and scheduling details.\",\"asset\":{\"_ref\":\"image-b291f44883be47927df817f202e563826b2a8ce3-2400x2140-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"4c8a2fda770e\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c7268117a71\",\"_type\":\"span\",\"marks\":[],\"text\":\"Consider how \"},{\"_key\":\"abef33506e75\",\"_type\":\"span\",\"marks\":[\"140573655f14\"],\"text\":\"Kueski\"},{\"_key\":\"b917e0c5d136\",\"_type\":\"span\",\"marks\":[],\"text\":\" approached this challenge. As a leading buy now, pay later platform in Latin America, Kueski realized that email alone couldn’t satisfy customers overwhelmed by crowded inboxes. To reach users more effectively, the team introduced mobile-first channels like WhatsApp and push notifications—driving a 15% lift in conversions through timely, personalized outreach. Their success proves that impactful engagement isn’t about sending more messages, but delivering smarter, more relevant ones.\"}],\"markDefs\":[{\"_key\":\"140573655f14\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/from-emails-to-engagement-kueskis-journey-in-cross-channel-communication\"}],\"style\":\"normal\"},{\"_key\":\"63cff227717e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9ca684fccd8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even though Gen Z may not live in their inbox, email still plays a role. According to \"},{\"_key\":\"0236f552b7d4\",\"_type\":\"span\",\"marks\":[\"85e1c5846234\"],\"text\":\"Vertical Response\"},{\"_key\":\"11e966d632b0\",\"_type\":\"span\",\"marks\":[],\"text\":\", they see it as a more formal channel, best suited for confirmations, exclusive offers, and long-form storytelling. To make your emails resonate, focus on compelling visuals and data-driven personalization, and continuous testing to find the right tone, timing, and cadence. The goal isn’t more emails, it’s more intentional communication that earns their attention.\"}],\"markDefs\":[{\"_key\":\"85e1c5846234\",\"_type\":\"link\",\"href\":\"https://verticalresponse.com/blog/email-marketing-in-the-age-of-tiktok-do-gen-z-even-open-emails/\"}],\"style\":\"normal\"},{\"_key\":\"c84c511c5132\",\"_type\":\"block\",\"children\":[{\"_key\":\"e46ad8d1d6a9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9c26256d1e03\",\"_type\":\"block\",\"children\":[{\"_key\":\"063cd5ef7e5a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Gen Z’s shifting preferences are a clear signal: traditional email marketing alone is no longer enough to capture attention from younger, digital-native audiences. Brands need to rethink how, where, and what they communicate to stay relevant. Here are a few key takeaways:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5e9912c805c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"b82ba2693280\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Go mobile-first:\"},{\"_key\":\"9c3ebcf7212c\",\"_type\":\"span\",\"marks\":[],\"text\":\" Prioritize push notifications, SMS, and in-app messaging to reach Gen Z where they spend most of their time.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ca1861fb0a2f\",\"_type\":\"block\",\"children\":[{\"_key\":\"30029ae12b01\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personalize every interaction:\"},{\"_key\":\"d8d6cc345faa\",\"_type\":\"span\",\"marks\":[],\"text\":\" Gen Z expects brands to understand them on a deeper level. Move beyond basic segmentation to deliver messages that reflect their interests, behaviors, and values in real time.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7f6194516e0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef141a7a6e9d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Connect their digital worlds:\"},{\"_key\":\"cdc735d11d71\",\"_type\":\"span\",\"marks\":[],\"text\":\" Gen Z moves fluidly between platforms - discovering brands on social, exploring through apps, and revisiting via email. Create seamless journeys across channels to keep your messaging consistent and easy to engage with.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f8b1bd0171c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"95eeccd96d7e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Keep content concise and visual:\"},{\"_key\":\"817030e5dfd2\",\"_type\":\"span\",\"marks\":[],\"text\":\" Short videos, dynamic visuals, and interactive elements capture attention faster than text-heavy messages.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"319be253fa10\",\"_type\":\"block\",\"children\":[{\"_key\":\"45c6b8820f54\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Listen and respond:\"},{\"_key\":\"830758f887ac\",\"_type\":\"span\",\"marks\":[],\"text\":\" Encourage feedback through surveys or reviews and act on their feedback—show Gen Z that your brand values their voice.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45a45fb1a1d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c8048c28266\",\"_type\":\"span\",\"marks\":[],\"text\":\"The bottom line is that Gen Z’s digital habits are reshaping what effective engagement looks like. For marketers, that means moving beyond the inbox to build seamless, mobile-first experiences that feel personal, authentic, and timely. Success lies in orchestrating cross-channel journeys that meet consumers in the moments that matter—combining data, creativity, and empathy to deliver messaging that feels less like marketing and more like connection.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aa3ed74b9cb1\",\"_type\":\"block\",\"children\":[{\"_key\":\"83d3c06d0a72\",\"_type\":\"span\",\"marks\":[],\"text\":\"To learn more about the messaging channel landscape, download our \"},{\"_key\":\"fd0f7f8614af\",\"_type\":\"span\",\"marks\":[\"894367740b1a\"],\"text\":\"Secret lives of channel guide\"},{\"_key\":\"340c5a992315\",\"_type\":\"span\",\"marks\":[],\"text\":\" today, covering how Banners and webhooks—and everything in between—support great customer engagement.\"}],\"markDefs\":[{\"_key\":\"894367740b1a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/secret-lives-of-channels\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/5b871c30a8d4109729cca6cf442504d1ddfe58e3-3840x2160.png\",\"publishedDate\":\"2025-11-25T14:05:21.996Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-d04e20a11372193c83309ea860b86482484aaa2e-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Learn how to engage with Gen Z consumers on the marketing channels that matter most, for the highest impact. \",\"pageTitle\":\"Beyond the inbox: How to engage with Gen Z where they really are\",\"slug\":{\"_type\":\"slug\",\"current\":\"how-to-engage-with-gen-z\"}},\"title\":\"Beyond the inbox: How to engage with Gen Z where they really are\"},{\"_id\":\"b10bf235-a35a-4792-85b1-a60d95cc6bb3\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"95b112cc59cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"fefd946b342d\",\"_type\":\"span\",\"marks\":[],\"text\":\"At \"},{\"_key\":\"e3f077844eca\",\"_type\":\"span\",\"marks\":[\"14a5d5fb57c8\"],\"text\":\"Forge 2024\"},{\"_key\":\"e591d6a93ba2\",\"_type\":\"span\",\"marks\":[],\"text\":\", Nestlé Purina showcased how they’ve harnessed Braze to power their iterative lifecycle marketing program. The session, “Don’t Set It and Forget It” with Sarah Lands Ramrup and Diana Gilbert, explored how Purina built a connected ecosystem of products and services designed to engage pet owners at every critical point in their journey—driving loyalty through personalization and real-time customer engagement.\"}],\"markDefs\":[{\"_key\":\"14a5d5fb57c8\",\"_type\":\"link\",\"href\":\"https://forge.braze.com/2024\"}],\"style\":\"normal\"},{\"_key\":\"13f8d61c2292\",\"_type\":\"block\",\"children\":[{\"_key\":\"92d67f0ca3a8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The pet care journey: From transactional to experiential\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e6998097988c\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a2050025e89\",\"_type\":\"span\",\"marks\":[],\"text\":\"At the heart of Purina’s marketing strategy is the pet care journey. Diana Gilbert, Performance \u0026 Personalization Marketing Manager at \"},{\"_key\":\"6ce93cc5acdb\",\"_type\":\"span\",\"marks\":[\"54da74f7ddec\"],\"text\":\"Nestlé Purina PetCare Company\"},{\"_key\":\"08b89bcd4a7f\",\"_type\":\"span\",\"marks\":[],\"text\":\", explained that the company mapped out a customer journey that spans the lifetime of a pet, starting from acquisition, either through birth or adoption, and continuing through key moments in pet care, such as choosing food and treats, training, and overall health management. However, the explosion of digital platforms and influencers has changed the landscape, with pet owners now receiving recommendations from countless sources, from TikTok to dog walkers.\"}],\"markDefs\":[{\"_key\":\"54da74f7ddec\",\"_type\":\"link\",\"href\":\"https://www.purina.com/\"}],\"style\":\"normal\"},{\"_key\":\"2a3385c704cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"af16570fc3a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14ed7149bfd1\",\"_type\":\"richImage\",\"alt\":\"a diagram showing the stages of transition to adult food\",\"asset\":{\"_ref\":\"image-f7fc94df456c13dc0796b378145befa572f32168-2400x1388-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"1a18cb5ef0c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3c8ac1fb6ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"“We’ve developed a connected ecosystem of products and services to engage the consumer at every pivotal moment within their pet care journey,” Diana said. “It’s not just about transactions anymore—it’s about creating experiences that lead to lifetime loyalty with Purina.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"67867549d013\",\"_type\":\"block\",\"children\":[{\"_key\":\"422c7570e149\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Leveraging data to power personalization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"20acaaf2b5da\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4f70b6fea31\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sarah Lands Ramrup, Enterprise CRM Strategy \u0026 Personalization, Senior Manager at Nestlé Purina PetCare Company, explained how Purina focused on building a data-rich environment that fuels personalized customer experiences. “We implemented Braze as an MVP deployment for our myPurina app,” Sarah explained, referencing the mobile app that hosts Purina’s loyalty program and features a wide range of other features and benefits to help pet owners care for their pets.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a1002d70d563\",\"_type\":\"block\",\"children\":[{\"_key\":\"987deecad7a4\",\"_type\":\"span\",\"marks\":[],\"text\":\"By gathering detailed user profiles, including information on pets’ breeds, ages, and behaviors, the team was able to optimize the way they engage customers. “We added redemption data, behavioral data, and are now integrating key data sources like acquisition from \"},{\"_key\":\"28c619a150d8\",\"_type\":\"span\",\"marks\":[\"b89720895742\"],\"text\":\"AppsFlyer\"},{\"_key\":\"b075325fd232\",\"_type\":\"span\",\"marks\":[],\"text\":\" and purchase data from our loyalty program,” she noted.\"}],\"markDefs\":[{\"_key\":\"b89720895742\",\"_type\":\"link\",\"href\":\"https://www.braze.com/partners/technology-partners/appsflyer\"}],\"style\":\"normal\"},{\"_key\":\"2d7059df6df1\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a38bf5463b7\",\"_type\":\"span\",\"marks\":[],\"text\":\"This data-driven approach enables Purina to craft highly targeted campaigns, such as upsell and cross-sell initiatives based on receipt data, helping to build consumer loyalty and increase lifetime value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a813d3046dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d7a6da9a593\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Agile activation without waiting for a CDP\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cb7e569fe745\",\"_type\":\"block\",\"children\":[{\"_key\":\"dafc95747e66\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of the critical decisions Purina made was to decouple their Braze implementation from their \"},{\"_key\":\"4453e8244583\",\"_type\":\"span\",\"marks\":[\"402c371497d0\"],\"text\":\"customer data platform\"},{\"_key\":\"ecb3359350be\",\"_type\":\"span\",\"marks\":[],\"text\":\" (CDP) rollout, allowing them to get activations running without waiting for their full data ecosystem to be in place.\"}],\"markDefs\":[{\"_key\":\"402c371497d0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/the-right-data-where-you-need-it\"}],\"style\":\"normal\"},{\"_key\":\"ef5965819cd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"a560deb49d22\",\"_type\":\"span\",\"marks\":[],\"text\":\"“We couldn’t wait to get things moving,” Sarah shared. “Even though we knew we didn’t have the ideal architecture in place, we worked with our internal team to start streaming key behavioral events directly into Braze.” This allowed Purina to rapidly begin deploying activations, generating quick wins as they refined their long-term strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c91bf774fd59\",\"_type\":\"block\",\"children\":[{\"_key\":\"d52d389318bc\",\"_type\":\"span\",\"marks\":[],\"text\":\"By focusing on getting key Google Analytics and loyalty data into Braze, the team boosted agility and speed to market. According to Diana, this approach resulted in a 12X increase in activation volume year over year, with activation launch times cut in half compared to the previous year.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c1b9556d4336\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa1636add2e9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Custom campaigns that drive engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2686aaf94439\",\"_type\":\"block\",\"children\":[{\"_key\":\"63a242e5589e\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c9fcaedee7f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"7910fcd292c8\",\"_type\":\"span\",\"marks\":[],\"text\":\"One innovative activation was the Petivity Smart Litter Box Monitor promotion, a campaign targeting high-value app users with a VIP-exclusive offer. Using the Braze platform’s segmentation tools, Diana was able to identify users who owned cats with relevant health concerns, launching a multi-step journey that offered users a high-value offer for the health monitoring device.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21822705068a\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b3ee120f2d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"“We had 50 conditions in the segment, illustrating the power of the Braze tool and its ability to find your exact target consumer,” Diana explained.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1b191f225c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"f1fd6a5d8579\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Meeting users where they are with real-time engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"12ef6b76c5f4\",\"_type\":\"block\",\"children\":[{\"_key\":\"29f177ca1b62\",\"_type\":\"span\",\"marks\":[],\"text\":\"A key element of Purina’s success with Braze is having the ability to meet users where they are, whether on the myPurina app, website, or through \"},{\"_key\":\"5a7a3f010dd3\",\"_type\":\"span\",\"marks\":[\"c242a2994912\"],\"text\":\"direct-to-consumer\"},{\"_key\":\"2d30a30fca29\",\"_type\":\"span\",\"marks\":[],\"text\":\" (DTC) channels.\"}],\"markDefs\":[{\"_key\":\"c242a2994912\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2019-dtc-data-report\"}],\"style\":\"normal\"},{\"_key\":\"9b80a66c67e9\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6832c4d582b\",\"_type\":\"span\",\"marks\":[],\"text\":\"“We’ve launched many campaigns incentivizing consumers to cross over from our website to our app,” Diana said. By using in-browser messaging to notify users of points earned from purchases, Purina created a seamless experience that encourages users to engage across platforms.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55b875379cd0\",\"_type\":\"richImage\",\"alt\":\"three screenshots of a pet app with a dog and a cat\",\"asset\":{\"_ref\":\"image-293e0ef6d2f10e089a01bfe249616216713bc5a0-2400x1388-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b5d7060013c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"0745060bca82\",\"_type\":\"span\",\"marks\":[],\"text\":\"Diana also highlighted the importance of speaking to consumers on a 1:1 basis at scale. By incorporating personal touches—like using a pet’s name or referencing loyalty points—Purina enhanced its communications and deepened customer relationships.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ff8fc4b0a36\",\"_type\":\"block\",\"children\":[{\"_key\":\"0aa62d252352\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Looking ahead: Expanding Braze across the ecosystem\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2e2c9a1b97ef\",\"_type\":\"block\",\"children\":[{\"_key\":\"afe1f6bcd387\",\"_type\":\"span\",\"marks\":[],\"text\":\"As Purina looks toward the future, the team is excited to further expand their use of Braze. 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Learn about their agile campaigns, engagement, and customer loyalty strategies.\",\"pageTitle\":\"Nestlé Purina’s Iterative Approach to Lifecycle Marketing\",\"slug\":{\"_type\":\"slug\",\"current\":\"dont-set-it-and-forget-it-nestl-purinas-iterative-approach-to-lifecycle-marketing-with-braze\"}},\"title\":\"Don’t Set It and Forget It: Nestlé Purina’s Iterative Approach to Lifecycle Marketing with Braze\"},{\"_id\":\"c553660d-5180-4f07-9044-f431ac2aac03\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"9cb0fbf29b4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"40e2d92c7a720\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer acquisition strategies: What they are, why they matter, and how to master them\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"29a088618fa6\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b0f23eb7e360\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bringing in new customers is essential for any business looking to grow. But customer acquisition is more than getting people to notice your brand. It’s about strategically guiding them from awareness to action in a way that’s efficient, cost-effective, and sustainable.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"021e5493eef8\",\"_type\":\"block\",\"children\":[{\"_key\":\"49ff336c2baa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By understanding the different channels available, aligning marketing and sales efforts, and making the best use of data-driven insights, businesses can \"},{\"_key\":\"49ff336c2baa1\",\"_type\":\"span\",\"marks\":[\"4ff6e2123787\"],\"text\":\"improve acquisition\"},{\"_key\":\"49ff336c2baa2\",\"_type\":\"span\",\"marks\":[],\"text\":\" by creating something that’s repeatable and scalable.\"}],\"markDefs\":[{\"_key\":\"4ff6e2123787\",\"_type\":\"link\",\"href\":\"https://www.braze.com/solutions/improve-acquisition\"}],\"style\":\"normal\"},{\"_key\":\"4def6e5835e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"573a505f128d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In this guide, we’ll explore the key elements of customer acquisition, the most effective strategies to try, and real-world case studies that showcase success in action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"61e0befaf6eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"7a19501f6e520\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Contents:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2bfc9183f9ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"0cbac1cffd950\",\"_type\":\"span\",\"marks\":[\"e71ea7441250\"],\"text\":\"What is a customer or client acquisition strategy?\"}],\"markDefs\":[{\"_key\":\"e71ea7441250\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-acquisition-strategy#what\"}],\"style\":\"normal\"},{\"_key\":\"c75287f6cc1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5accbfbab0e0\",\"_type\":\"span\",\"marks\":[\"336641fbe32a\"],\"text\":\"Why customer acquisition matters\"}],\"markDefs\":[{\"_key\":\"336641fbe32a\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-acquisition-strategy#why\"}],\"style\":\"normal\"},{\"_key\":\"a41547e1dccd\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ae6266bef440\",\"_type\":\"span\",\"marks\":[\"820f3f796fa7\"],\"text\":\"What is the purpose of a customer acquisition strategy?\"}],\"markDefs\":[{\"_key\":\"820f3f796fa7\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-acquisition-strategy#purpose\"}],\"style\":\"normal\"},{\"_key\":\"6b64cdcb53c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ddcaa89fc5b0\",\"_type\":\"span\",\"marks\":[\"b2c4db8ad022\"],\"text\":\"What’s the difference between customer acquisition and marketing?\"}],\"markDefs\":[{\"_key\":\"b2c4db8ad022\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-acquisition-strategy#difference\"}],\"style\":\"normal\"},{\"_key\":\"0c41fe99826f\",\"_type\":\"block\",\"children\":[{\"_key\":\"73b7d8c291640\",\"_type\":\"span\",\"marks\":[\"753b83d0e80f\"],\"text\":\"What’s the difference between customer acquisition and retention?\"}],\"markDefs\":[{\"_key\":\"753b83d0e80f\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-acquisition-strategy#retention\"}],\"style\":\"normal\"},{\"_key\":\"a0ae3f716676\",\"_type\":\"block\",\"children\":[{\"_key\":\"06fa64122bf30\",\"_type\":\"span\",\"marks\":[\"7fdd49aee5c1\"],\"text\":\"What are customer acquisition channels?\"}],\"markDefs\":[{\"_key\":\"7fdd49aee5c1\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-acquisition-strategy#channels\"}],\"style\":\"normal\"},{\"_key\":\"c22ee1b11837\",\"_type\":\"block\",\"children\":[{\"_key\":\"f239c0ae07e00\",\"_type\":\"span\",\"marks\":[\"f54fe622d9c1\"],\"text\":\"Best in class customer acquisition case studies\"}],\"markDefs\":[{\"_key\":\"f54fe622d9c1\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-acquisition-strategy#case-studies\"}],\"style\":\"normal\"},{\"_key\":\"4788dd82a8af\",\"_type\":\"block\",\"children\":[{\"_key\":\"64b61cc576ad0\",\"_type\":\"span\",\"marks\":[\"fd3f275f3e4f\"],\"text\":\"Customer acquisition steps you can take inspiration from\"}],\"markDefs\":[{\"_key\":\"fd3f275f3e4f\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-acquisition-strategy#inspiration\"}],\"style\":\"normal\"},{\"_key\":\"6109cf4c84a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"eee860b5b0830\",\"_type\":\"span\",\"marks\":[\"ffcd4e7f2f66\"],\"text\":\"How to measure customer acquisition\"}],\"markDefs\":[{\"_key\":\"ffcd4e7f2f66\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-acquisition-strategy#measure\"}],\"style\":\"normal\"},{\"_key\":\"53ed77d762ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e16018c30540\",\"_type\":\"span\",\"marks\":[\"90c58eefaacb\"],\"text\":\"Final 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It brings together different teams, like marketing, sales, and customer service, to create a seamless journey from brand awareness to purchase. By harnessing multiple channels, such as email marketing, social media, and more, brands can meet potential customers where they are and guide them toward making a confident buying decision, downloading their app, or otherwise becoming a customer.\"}],\"markDefs\":[{\"_key\":\"c8e7c0fc0fe9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/engagement-in-action-acquisition-guide/confirmation#gated-resource-form-panel\"}],\"style\":\"normal\"},{\"_key\":\"4a19d1bf60d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"9c08689d0ae00\",\"_type\":\"span\",\"marks\":[],\"text\":\"The best customer acquisition strategies are designed to nurture leads as they first interact with your brand. 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A well-structured strategy invests resources in the right places, balancing short-term wins with long-term growth. 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Acquisition focuses on bringing in new customers, but alone, it isn’t enough. Without a strong retention strategy, businesses risk losing customers just as quickly as they gain them.\"}],\"markDefs\":[{\"_key\":\"5ee2ce4d9eea\",\"_type\":\"link\",\"href\":\"https://www.braze.com/solutions/improve-acquisition\"},{\"_key\":\"71c973bf7cc0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/complete-guide-to-retention-marketing\"}],\"style\":\"normal\"},{\"_key\":\"71b440debf79\",\"_type\":\"block\",\"children\":[{\"_key\":\"5bcbfce6a6290\",\"_type\":\"span\",\"marks\":[],\"text\":\"Retention is about keeping customers engaged and satisfied over time, so that they continue to buy from you rather than seeking alternatives. 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Organic and paid search\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"534021a5e73c\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc313a57c9bd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Search engines remain one of the most powerful customer acquisition tools. Organic search relies on SEO (search engine optimization) to help businesses rank higher in search results, driving consistent, cost-effective traffic over time. Meanwhile, paid search (PPC) campaigns can provide immediate visibility, allowing brands to reach high-intent audiences at the moment they’re searching for a solution. The most effective brands use a combination of both so they dominate relevant search queries through strategic content, like blog posts and ad placements.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7f5ff59e098a\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ea60ad6f60e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. 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Traditional advertising (TV, radio, OOH)\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"f90dd275b79e\",\"_type\":\"block\",\"children\":[{\"_key\":\"382f1086f9d70\",\"_type\":\"span\",\"marks\":[],\"text\":\"While digital dominates modern acquisition strategies, traditional advertising—such as TV, radio, and out-of-home (OOH) campaigns—still plays a role in customer acquisition. These methods work best when integrated with digital channels, such as pairing a billboard with a QR code for seamless conversion tracking or combining TV ads with digital retargeting campaigns. By bridging traditional and digital, brands can create cohesive, multi-channel experiences that drive impact.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5137c9f00e5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"0089859716390\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once you’ve chosen your channels, it’s time to think holistically about activation and engagement, so that every new user experiences value from day one.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"458b9d8b4dc4\",\"_type\":\"anchor\",\"anchorId\":\"case-studies\"},{\"_key\":\"e52da7de6fe5\",\"_type\":\"block\",\"children\":[{\"_key\":\"474acd618a4a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer acquisition case studies\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"be690354d81b\",\"_type\":\"block\",\"children\":[{\"_key\":\"de25766dd4d60\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s easier to envision what a customer acquisition strategy could do for your business when you see how it actually works in the real world. In these three real-life cases, brands looking to engage customers more fully throughout the customer’s journey took the next customer acquisition steps by working with Braze to improve a number of outcomes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9b4c29166a42\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9429a64c9d70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dialing up deposits: Wealthsimple's device-driven acquisition strategy\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a4963863035f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e138c9b979390\",\"_type\":\"span\",\"marks\":[\"8d557b49f699\"],\"text\":\"Wealthsimple\"},{\"_key\":\"e138c9b979391\",\"_type\":\"span\",\"marks\":[],\"text\":\", a leading Canadian money management platform, sought to deepen client relationships and position itself as the primary financial partner for its users.\"}],\"markDefs\":[{\"_key\":\"8d557b49f699\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/wealthsimple-case-study\"}],\"style\":\"normal\"},{\"_key\":\"a8210c7042df\",\"_type\":\"block\",\"children\":[{\"_key\":\"f20905e83c1b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To achieve this, they launched a new acquisition campaign offering a complimentary mobile phone to clients who transferred a specified amount of assets into their Wealthsimple accounts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ebaf71d5083\",\"_type\":\"block\",\"children\":[{\"_key\":\"81e177f8b4a60\",\"_type\":\"span\",\"marks\":[],\"text\":\"This straightforward incentive was aimed at new client acquisition and encouraged existing ones to consolidate their financial assets with Wealthsimple.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b454f8c9b2b1\",\"_type\":\"richImage\",\"alt\":\"a web page that says make a deposit secure your phone\",\"asset\":{\"_ref\":\"image-624becc3aef931446b87f890ee475685d814dad0-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"5e1f52075a87\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee863e485fd80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Leveraging Braze, Wealthsimple executed a multi-channel strategy encompassing emails, in-app messages, and \"},{\"_key\":\"ee863e485fd81\",\"_type\":\"span\",\"marks\":[\"ae759d0aa5aa\"],\"text\":\"Braze Content Cards\"},{\"_key\":\"ee863e485fd82\",\"_type\":\"span\",\"marks\":[],\"text\":\" to promote the offer and streamline the registration process. The campaign yielded remarkable results:\"}],\"markDefs\":[{\"_key\":\"ae759d0aa5aa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/9-tips-and-tricks-for-braze-content-cards\"}],\"style\":\"normal\"},{\"_key\":\"4b559bb8f2ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"75b4841806b30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Record-breaking deposits: The team experienced a 40% increase in quarterly net deposits, including a record-breaking month.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cfa3c547a460\",\"_type\":\"block\",\"children\":[{\"_key\":\"cec723d322de0\",\"_type\":\"span\",\"marks\":[],\"text\":\"High engagement: 20% of clients who received the campaign registered for the promotion.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"742bc9c1823e\",\"_type\":\"block\",\"children\":[{\"_key\":\"7881035064e1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Effective acquisition: 25% of all participants were new client acquisitions, highlighting the campaign's success in attracting new customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"996cdde7b0f0\",\"_ref\":\"imported-craft-testimonial-from-doc-916088-block-3\",\"_type\":\"testimonialReference\"},{\"_key\":\"7579afd22219\",\"_type\":\"block\",\"children\":[{\"_key\":\"194eb959e3a10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Redefining rewards: Virgin Red's data-driven acquisition journey\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e927a752ed8f\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf83c44201d50\",\"_type\":\"span\",\"marks\":[\"67900521cbc8\"],\"text\":\"Virgin Red\"},{\"_key\":\"cf83c44201d51\",\"_type\":\"span\",\"marks\":[],\"text\":\", the loyalty program of the Virgin Group, wanted to streamline its customer engagement processes and bolster member acquisition. Initially utilizing three separate tools for transactional emails, marketing emails, and push notifications, the team faced challenges in data integration and operational efficiency.\"}],\"markDefs\":[{\"_key\":\"67900521cbc8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/virgin-red-case-study\"}],\"style\":\"normal\"},{\"_key\":\"a05f905423c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"7eba61dc5c540\",\"_type\":\"span\",\"marks\":[],\"text\":\"To address these issues, Virgin Red adopted the Braze customer engagement platform, aiming to simplify their tech stack and enhance cross-channel personalization.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b51526f004eb\",\"_type\":\"richImage\",\"asset\":{\"_ref\":\"image-00769af76fd2881c526a6efdd26662a5f99f9d85-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"07f86217aff5\",\"_type\":\"block\",\"children\":[{\"_key\":\"07f61d62b2260\",\"_type\":\"span\",\"marks\":[],\"text\":\"By integrating \"},{\"_key\":\"07f61d62b2261\",\"_type\":\"span\",\"marks\":[\"5aa0489f7a55\"],\"text\":\"BrazeCloud Data Ingestion\"},{\"_key\":\"07f61d62b2262\",\"_type\":\"span\",\"marks\":[],\"text\":\" (CDI) with their existing \"},{\"_key\":\"07f61d62b2263\",\"_type\":\"span\",\"marks\":[\"4bf8e9fb83f7\"],\"text\":\"Snowflake\"},{\"_key\":\"07f61d62b2264\",\"_type\":\"span\",\"marks\":[],\"text\":\" data warehouse, Virgin Red seamlessly ingested member attributes—such as location, points balance, and preferences—into their messaging strategies.\"}],\"markDefs\":[{\"_key\":\"5aa0489f7a55\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-cloud-data-ingestion\"},{\"_key\":\"4bf8e9fb83f7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/partners/data_and_infrastructure_agility/data_warehouses/snowflake/\"}],\"style\":\"normal\"},{\"_key\":\"bd385125a3f4\",\"_type\":\"richImage\",\"alt\":\"a diagram showing the flow of data from snowflake to dbt\",\"asset\":{\"_ref\":\"image-b8d680be9cdd2f1abd3afafc80a136e93d36d62e-2400x1298-png\",\"_type\":\"reference\"}},{\"_key\":\"b7b7a020a768\",\"_type\":\"block\",\"children\":[{\"_key\":\"afb21df5fc60\",\"_type\":\"span\",\"marks\":[],\"text\":\"This integration allowed the marketing team to execute campaigns with minimal engineering support. One notable initiative was an IP warmup campaign, during which 469,000 emails were sent, achieving a 45% open rate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7bb6dddeeaf8\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c7a74e9cff50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Over 7,000 members clicked to learn more about the Friend Referral Program, leading to a significant uptick in new member sign-ups. This data-driven approach not only streamlined operations but also increased member acquisition.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e3230fb07b4\",\"_ref\":\"imported-craft-testimonial-from-doc-713112-block-713559\",\"_type\":\"testimonialReference\"},{\"_key\":\"9152642921b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"5fccb8f269790\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sweating the data: ClassPass's precision-driven acquisition workout\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1252a495883d\",\"_type\":\"block\",\"children\":[{\"_key\":\"9564a4cd103c0\",\"_type\":\"span\",\"marks\":[\"e412190ea2ec\"],\"text\":\"ClassPass\"},{\"_key\":\"9564a4cd103c1\",\"_type\":\"span\",\"marks\":[],\"text\":\", a leading fitness and wellness subscription service, wanted to increase its customer acquisition efforts by optimizing paid social media advertising. The company faced challenges with manual audience targeting processes, which were time-consuming and prone to errors.\"}],\"markDefs\":[{\"_key\":\"e412190ea2ec\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/classpass-case-study\"}],\"style\":\"normal\"},{\"_key\":\"30e7841a2357\",\"_type\":\"block\",\"children\":[{\"_key\":\"e164935f24690\",\"_type\":\"span\",\"marks\":[],\"text\":\"To address these issues, ClassPass integrated \"},{\"_key\":\"e164935f24691\",\"_type\":\"span\",\"marks\":[\"e0a815066136\"],\"text\":\"Braze Audience Sync\"},{\"_key\":\"e164935f24692\",\"_type\":\"span\",\"marks\":[],\"text\":\", enabling real-time synchronization of customer data for more precise ad targeting across platforms like Facebook, Google, and TikTok.\"}],\"markDefs\":[{\"_key\":\"e0a815066136\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/build-more-relevant-and-cost-effective-ads-with-braze-audience-sync\"}],\"style\":\"normal\"},{\"_key\":\"c25c3795f592\",\"_type\":\"richImage\",\"asset\":{\"_ref\":\"image-9b50fc3c42854ea8f1253516f67e56c440f30b3f-2400x1250-png\",\"_type\":\"reference\"}},{\"_key\":\"b770db007455\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca7ee00f1b350\",\"_type\":\"span\",\"marks\":[],\"text\":\"This strategic move led to a 2% increase in conversion rates on TikTok and saved the marketing team two hours per month per social channel, totaling six hours monthly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8150ebde5408\",\"_ref\":\"imported-craft-testimonial-from-doc-731335-block-3\",\"_type\":\"testimonialReference\"},{\"_key\":\"86dc5ddb6184\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbb8f72ba7ec0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By leveraging real-time customer behavior and first-party data, ClassPass refined its audience targeting, resulting in more effective acquisition campaigns and improved operational efficiency.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"564ab20b2994\",\"_type\":\"anchor\",\"anchorId\":\"inspiration\"},{\"_key\":\"8a40be4c4910\",\"_type\":\"block\",\"children\":[{\"_key\":\"16527889e3e80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer acquisition steps you can take inspiration from\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ef3036684f35\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf3a6fa9dbde0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want some inspiration on where to get started? Take a look at these seven customer and client acquisition strategies and example use cases.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"037b3d535fbe\",\"_type\":\"block\",\"children\":[{\"_key\":\"da49667da66c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Data-driven personalization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ed08f15720d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"01b1a233aa060\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization helps businesses acquire high-value customers faster by sending potential users relevant content and offers from the first interaction. Using first-party data allows brands to create hyper-relevant experiences that drive conversions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66bf0fd61749\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff741fb2ec330\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Case in action: \"},{\"_key\":\"ff741fb2ec331\",\"_type\":\"span\",\"marks\":[\"8712be3af578\"],\"text\":\"Tapas\"},{\"_key\":\"ff741fb2ec332\",\"_type\":\"span\",\"marks\":[],\"text\":\" boosts retention by 100%\"}],\"markDefs\":[{\"_key\":\"8712be3af578\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/tapas-case-study\"}],\"style\":\"normal\"},{\"_key\":\"17d5279b3eb8\",\"_type\":\"block\",\"children\":[{\"_key\":\"030b8b9fd8060\",\"_type\":\"span\",\"marks\":[],\"text\":\"Digital publisher Tapas used first-party data and action-based triggers to deliver personalized recommendations, leading to a 100% increase in user retention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96e8ac4c49ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"e47bc02b03fa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Referral and incentive programs\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"db3c4acccbd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"10dce4b466390\",\"_type\":\"span\",\"marks\":[],\"text\":\"Referral programs turn happy customers into acquisition engines by rewarding them for bringing in new users. Strategic incentives, such as discounts or perks, encourage more people to take action while keeping acquisition costs low.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7f1e05f32459\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e54a3d2036e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Case in action:\"},{\"_key\":\"7e54a3d2036e1\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"7e54a3d2036e2\",\"_type\":\"span\",\"marks\":[\"f9235094e666\"],\"text\":\"Wealthsimple’s\"},{\"_key\":\"7e54a3d2036e3\",\"_type\":\"span\",\"marks\":[],\"text\":\" incentive-driven growth\"}],\"markDefs\":[{\"_key\":\"f9235094e666\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/wealthsimple-case-study\"}],\"style\":\"normal\"},{\"_key\":\"66e2dc348038\",\"_type\":\"block\",\"children\":[{\"_key\":\"b533a1318d130\",\"_type\":\"span\",\"marks\":[],\"text\":\"Wealthsimple offered free mobile devices to customers who transferred assets into their accounts, leading to a 40% increase in net deposits.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4673e53defb0\",\"_type\":\"block\",\"children\":[{\"_key\":\"efde5963140e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Cross-channel engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1064f995e98f\",\"_type\":\"block\",\"children\":[{\"_key\":\"2edc9ebef99c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Reaching customers across email, push notifications, in-app messaging, and paid media creates seamless acquisition experiences. Businesses that integrate multiple channels can see higher engagement and stronger conversions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46ac0814035e\",\"_type\":\"block\",\"children\":[{\"_key\":\"db6677ecfe320\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Case in action:\"},{\"_key\":\"db6677ecfe321\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"db6677ecfe322\",\"_type\":\"span\",\"marks\":[\"28a91e528eee\"],\"text\":\"Grubhub\"},{\"_key\":\"db6677ecfe323\",\"_type\":\"span\",\"marks\":[],\"text\":\"’s multi-channel success\"}],\"markDefs\":[{\"_key\":\"28a91e528eee\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/grubhub-onboarding-case-study\"}],\"style\":\"normal\"},{\"_key\":\"6f98dc344bba\",\"_type\":\"block\",\"children\":[{\"_key\":\"92ad0a4230520\",\"_type\":\"span\",\"marks\":[],\"text\":\"Grubhub used Braze to promote its Grubhub Campus offering, increasing sign-ups by 188% and achieving an 836% ROI.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab5f4546454b\",\"_type\":\"block\",\"children\":[{\"_key\":\"889d98f156150\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Search and social optimization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1734f398c794\",\"_type\":\"block\",\"children\":[{\"_key\":\"f03ef15b36e00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Optimizing paid search, organic search, and social media campaigns helps brands reach high-intent customers at the right moment. First-party data helps refine audience targeting, lowering acquisition costs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4732a3606d18\",\"_type\":\"block\",\"children\":[{\"_key\":\"05474ddacd1f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Case in action:\"},{\"_key\":\"05474ddacd1f1\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"05474ddacd1f2\",\"_type\":\"span\",\"marks\":[\"09a2336394a9\"],\"text\":\"ClassPass\"},{\"_key\":\"05474ddacd1f3\",\"_type\":\"span\",\"marks\":[],\"text\":\" improves ad performance with automation\"}],\"markDefs\":[{\"_key\":\"09a2336394a9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/classpass-case-study\"}],\"style\":\"normal\"},{\"_key\":\"637019d38684\",\"_type\":\"block\",\"children\":[{\"_key\":\"f15e0df966c90\",\"_type\":\"span\",\"marks\":[],\"text\":\"ClassPass integrated Braze Audience Sync to automate real-time customer segmentation across Google, TikTok, and Facebook, increasing conversion rates by 2%.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"acf8658ad539\",\"_type\":\"block\",\"children\":[{\"_key\":\"251a921d1e2c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Gated content and lead generation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c95481a80f74\",\"_type\":\"block\",\"children\":[{\"_key\":\"729946f3e9cb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Offering valuable content—such as exclusive reports, whitepapers, or webinars—attracts potential customers and builds a high-quality lead pipeline. Nurturing these leads with personalized follow-ups increases conversion rates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"948613dfe4e9\",\"_type\":\"block\",\"children\":[{\"_key\":\"52240fad63400\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Case in action: \"},{\"_key\":\"52240fad63401\",\"_type\":\"span\",\"marks\":[\"b9efea175947\"],\"text\":\"Virgin Red\"},{\"_key\":\"52240fad63402\",\"_type\":\"span\",\"marks\":[],\"text\":\" enhances lead nurturing\"}],\"markDefs\":[{\"_key\":\"b9efea175947\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/virgin-red-case-study\"}],\"style\":\"normal\"},{\"_key\":\"7cb3d90b7403\",\"_type\":\"block\",\"children\":[{\"_key\":\"4863d103c18b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Virgin Red streamlined email engagement by integrating Braze with Snowflake, driving a 45% open rate and thousands of new user sign-ups.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4ee0bd178d65\",\"_type\":\"block\",\"children\":[{\"_key\":\"37e0ff40466e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Strong onboarding and activation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"66f271687144\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2f5a5a8ff880\",\"_type\":\"span\",\"marks\":[],\"text\":\"Onboarding is a crucial part of acquisition—if new users don’t see value quickly, they leave. Guided onboarding flows and activation campaigns improve conversion rates and increase long-term retention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"174d16da301c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b22bb57335200\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Case in action:\"},{\"_key\":\"b22bb57335201\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"b22bb57335202\",\"_type\":\"span\",\"marks\":[\"5fead91acf47\"],\"text\":\"Hosco’s\"},{\"_key\":\"b22bb57335203\",\"_type\":\"span\",\"marks\":[],\"text\":\" personalized customer journeys\"}],\"markDefs\":[{\"_key\":\"5fead91acf47\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/hosco-case-study\"}],\"style\":\"normal\"},{\"_key\":\"38eb8eb71d90\",\"_type\":\"block\",\"children\":[{\"_key\":\"17dd5d46f7730\",\"_type\":\"span\",\"marks\":[],\"text\":\"Hosco built multi-path onboarding flows based on user behavior, leading to 10,000 job applications and stronger long-term engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e26db98d26b\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbfa426412e70\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. AI and predictive targeting\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"018bde5dca96\",\"_type\":\"block\",\"children\":[{\"_key\":\"61aad5b9f9930\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI-powered automation helps businesses acquire and engage users more efficiently. 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A high CAC without a strong return can mean inefficiencies in your marketing or sales process. The goal is to keep CAC as low as possible while still driving quality customer growth.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3442b9f7b3c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"70ee83f51b930\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer lifetime value (CLV)\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"28ec858c4a32\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb138b32a6150\",\"_type\":\"span\",\"marks\":[],\"text\":\"While CAC tells you how much it costs to acquire a customer, customer lifetime value (CLV) tells you how much revenue that customer is likely to generate over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"de0a9b698f88\",\"_type\":\"block\",\"children\":[{\"_key\":\"9c7fa156a8f00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ideally, CLV should be significantly higher than CAC so that the money you spend to acquire a customer results in long-term profitability.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e8471985986\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c41dec5721c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Other key metrics beyond CAC and CLV\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"10ab11c056c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"cdbb08a337b70\",\"_type\":\"span\",\"marks\":[],\"text\":\"To fully understand customer acquisition performance, consider:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af44ecfa5587\",\"_type\":\"block\",\"children\":[{\"_key\":\"200a193747aa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conversion rates: How many leads actually become paying customers? Low conversion rates may point to targeting or messaging issues.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7cb68f8ccc79\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9d628d56a560\",\"_type\":\"span\",\"marks\":[],\"text\":\"Payback period: How long does it take to recoup your acquisition costs? The shorter, the better.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f3591e999d0c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2596b147a7460\",\"_type\":\"span\",\"marks\":[],\"text\":\"Channel performance: Which marketing channels bring in the most valuable customers at the lowest cost?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1a297ae32130\",\"_type\":\"anchor\",\"anchorId\":\"conclusion\"},{\"_key\":\"25c791a631e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"edfdf6a5a7590\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4787d339330a\",\"_type\":\"block\",\"children\":[{\"_key\":\"352bb8703db10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer acquisition is a long-term investment in your brand’s future. While strategies evolve with technology and consumer behavior, the core principle remains the same–meeting customers where they are and creating experiences that inspire action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c01d22dbcb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d160abcc0270\",\"_type\":\"span\",\"marks\":[],\"text\":\"A well-rounded approach to acquisition will mean your brand isn’t just chasing short-term wins but building sustainable growth. Whether through data-driven personalization, seamless cross-channel engagement, or incentive-driven campaigns, the most effective strategies prioritize connection over conversion.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab330d4c79a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"c5c2b4d392db0\",\"_type\":\"span\",\"marks\":[],\"text\":\"At the end of the day, successful acquisition isn’t about getting the most customers—it’s about getting the right ones. By continuously refining your approach and focusing on meaningful \"},{\"_key\":\"c5c2b4d392db1\",\"_type\":\"span\",\"marks\":[\"1672071732f8\"],\"text\":\"customer engagement\"},{\"_key\":\"c5c2b4d392db2\",\"_type\":\"span\",\"marks\":[],\"text\":\", you set the stage for lasting customer relationships and long-term success.\"}],\"markDefs\":[{\"_key\":\"1672071732f8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-engagement-guide\"}],\"style\":\"normal\"},{\"_key\":\"1a5248e1b8dc\",\"_type\":\"anchor\",\"anchorId\":\"faqs\"},{\"_key\":\"6b6a2b034f4d\",\"_type\":\"block\",\"children\":[{\"_key\":\"15fba2b003110\",\"_type\":\"span\",\"marks\":[],\"text\":\"FAQs\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8ae91c8c8617\",\"_type\":\"block\",\"children\":[{\"_key\":\"17555f777dfe0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is customer acquisition?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e188eb2d1e7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c9d54e4841e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer acquisition is the process of attracting and converting potential customers into actual buyers of a company's products or services.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fe97ab51dcc2\",\"_type\":\"block\",\"children\":[{\"_key\":\"d04d57a1de690\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why is customer acquisition important?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b1d3200bfa56\",\"_type\":\"block\",\"children\":[{\"_key\":\"c462b6a588df0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer acquisition is vital because it drives revenue growth, sustains business operations, and offsets customer attrition by continually bringing in new clientele.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3695fb21cbf5\",\"_type\":\"block\",\"children\":[{\"_key\":\"b28f7f65c7510\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are the three stages of customer acquisition?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5c3da0ec56f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1003491b9e30\",\"_type\":\"span\",\"marks\":[],\"text\":\"The three primary stages of customer acquisition are:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ac6a74f3834\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f15e0d2813e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Awareness\"},{\"_key\":\"1f15e0d2813e1\",\"_type\":\"span\",\"marks\":[],\"text\":\": Prospective customers become aware of a product or service.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7f86c902163\",\"_type\":\"block\",\"children\":[{\"_key\":\"6eb92b2a803d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Consideration\"},{\"_key\":\"6eb92b2a803d1\",\"_type\":\"span\",\"marks\":[],\"text\":\": They evaluate the offering against alternatives.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"34f045b74c0a\",\"_type\":\"block\",\"children\":[{\"_key\":\"af99091cc2e90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Conversion\"},{\"_key\":\"af99091cc2e91\",\"_type\":\"span\",\"marks\":[],\"text\":\": They decide to make a purchase.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5b2c9bc6ba2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e60aec1b427c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do awareness, consideration, and conversion contribute to customer acquisition?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"eb8c80e35b41\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b94a12617490\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each stage of a customer’s journey plays a crucial role in guiding prospects toward becoming customers. In the awareness stage, potential customers learn about a product or service. During consideration, they assess its suitability and compare it with other options. Finally, in the conversion stage, they make the decision to purchase.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d34df9139a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"886d1b92f0d60\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do AI tools help in customer acquisition?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"104cef4685d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"42b1e8c84e430\",\"_type\":\"span\",\"marks\":[],\"text\":\"Artificial Intelligence (AI) tools enhance customer acquisition by analyzing vast amounts of data to identify patterns and predict customer behavior, enabling personalized marketing strategies and efficient targeting.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"856e571f562a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e815a0b309060\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are several ways in which AI can improve customer acquisition:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ecfdc9e87c18\",\"_type\":\"block\",\"children\":[{\"_key\":\"9fadc0b257c50\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Predictive analytics:\"},{\"_key\":\"9fadc0b257c51\",\"_type\":\"span\",\"marks\":[],\"text\":\" Brands can use AI to analyze user behavior and engagement patterns to predict which leads are most likely to convert. This predictive lead scoring helps prioritize outreach efforts so that marketing resources are focused on high-potential prospects for acquisition.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d4ab1e070a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"9bcebd39e2480\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personalized messaging:\"},{\"_key\":\"9bcebd39e2481\",\"_type\":\"span\",\"marks\":[],\"text\":\" AI tools can segment audiences based on their behaviors and preferences, as well as help create dynamic content that adapts to individual user profiles. This tailored approach increases the relevance of communications, making it more likely that potential customers will engage and ultimately convert.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e713acea323a\",\"_type\":\"block\",\"children\":[{\"_key\":\"43e3db4a75b10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Automated engagement:\"},{\"_key\":\"43e3db4a75b11\",\"_type\":\"span\",\"marks\":[],\"text\":\" With AI-driven automation, brands can set up intelligent campaigns that respond to user actions in real time. For example, if a user shows interest in a product but doesn’t complete a purchase, automated follow-up messages can be triggered to encourage conversion, directly supporting acquisition efforts.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a8525c8192f\",\"_type\":\"block\",\"children\":[{\"_key\":\"797a5b213e5c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Chatbot Integration:\"},{\"_key\":\"797a5b213e5c1\",\"_type\":\"span\",\"marks\":[],\"text\":\" AI-powered chatbots can be integrated to engage potential customers on websites or apps. These chatbots can answer questions, provide product recommendations, and guide users through the acquisition process, making it easier for them to take the next step.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e1aa69d88aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac83ae2415750\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"A/B Testing and Optimization:\"},{\"_key\":\"ac83ae2415751\",\"_type\":\"span\",\"marks\":[],\"text\":\" AI tools can analyze the performance of different acquisition strategies in real time, allowing brands to optimize their campaigns based on what resonates best with their target audience. 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