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Growth Series: Customer Acquisition, w/Victor Durojaye
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Rapid customer acquisition is the goal of any tech start-up or ambitious business at any stage. There are different channels start-ups can use to acquire customers. They include organic search, email marketing, content marketing, social media and paid ad.
Many of the potent, mainstream and scalable acquisition channels are digital and internet based which makes them suitable for markets with high adoption of digital technologies such as smart phones and the internet. For example, according to Statista, 91 percent of households across the EU-27 had access to the internet in 2020, with most adults using it daily.
This makes one wonder, are most of the acquisition channels in the western markets viable options for start-ups in Africa, a continent with unique socio-economic and technological landscape, and a much lower internet usage?
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