Acquisition

Acquisition can mean many things in marketing lingo! Typically it’s referring to the actual ‘getting’ of customers. However, Acquisition can also be refer to the stage in the lifecycle of a customer. Acquisition would be the stage in which the customer is ‘acquired’. Sometimes it’s helpful to break up a customer’s lifecycle into ‘acquisition’ and ‘engagment’ or ‘acquisition’ and ‘retention’. The acquisition phase is the time in which a prospective user is interested in your product or exposed to it’s messaging for the first time.