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Overview of acquisition channels in 2024

As an e-tailer, you know that there are many ways to attract consumers. However, knowing which lever is the most appropriate can sometimes be a real obstacle course. Don't worry, here we explain the most essential acquisition channels and how to use them, all with a few tips from the house!

Acquisition channels and why use them

Let's start from the beginning. Acquisition channels are used to bring prospects to your e-commerce site and, ultimately, to turn them into customers. This is an essential step for any e-commerce business. Lead acquisition is not only a way of building awareness of your business, but also of increasing sales. An e-commerce site that attracts leads also makes it more credible to potential partners or investors, and shows your company's dynamism.

In short, acquisition channels are practical tools with many advantages. But how can you make the most of them, and how do you know which one to use? We explain with this roundup of the best acquisition channels of 2024!


Search Engine Advertising (SEA) is one of our favorites alongside SEO. It's the strategy to use in addition to SEO for a greater reach on search engines. SEA is a paid strategy, most often on the Google Ads platform, widely used by brands and agencies alike. Correctly configured, this method delivers a good return on investment (ROI) and visibility in search results.

Thanks to your paid strategy, you'll be able to stand out more easily and very quickly in the search results.

Good to know: This is also our specialty at Feedcast! Don't hesitate to ask us for advice


Unlike SEA, SEO (Search Engine Optimization) focuses on a non-paying strategy. SEO is one of the most important marketing levers, as it helps position a site on search engines such as Google. The aim is to appear among the first results in order to be seen and to encourage traffic to your website. It's a time-consuming strategy, unlike SEA, which costs money but delivers faster results.

In SEO, we work on semantics, keywords, lexical field, we write a blog to generate more traffic, etc. It takes time and a bit of thought. It takes time and a bit of thought, but once the strategy has been properly implemented, and in conjunction with an SEO strategy, you should quickly see positive results. In fact, we recommend around 60% organic strategy and no more than 40% paid strategy.

Content marketing

Content marketing focuses on the publication of content such as blog articles, videos (podcasts, YouTube videos) or images. It's an opportunity to add real value to your messages and attract a target audience with attractive, relevant visuals. You create a bond of trust with your prospects. And by combining a content marketing strategy with other channels such as social networks, SEA and/or SEO, you can drastically boost traffic to your site and facilitate lead generation.

Emailing or email marketing

Do you have a large, qualified database? Then email marketing is for you! Email marketing consists of sending emails to your customers, prospects and visitors in order to address them directly. It can be about a promotion, a new product, an event you're organizing, suggestions for products you think they might like, and so on. It's a strategy that has the advantage of being both profitable and effective.

But let's go back to the reference to a "qualified database". It's not about sending emails to just anybody. The aim is to have a database made up of consumers who have, for example, agreed to join the list. You can also buy a list of consumers with profiles relevant to your target audience. Once your customer list is ready, all you have to do is send out your e-mails and find the right way to address them, based on the segments identified in your list and the characteristics of your company.


And here's our last essential acquisition channel: display! These are simply display campaigns that showcase your products in special inserts on other sites. In this way, you gain visibility and visitors can discover you while they're surfing the web. It's even possible to personalize them through retargeting or programmatic advertising.

The little extra? These display campaigns can be combined with a social networking strategy, since you can display your products on platforms like LinkedIn, Facebook or even Instagram! It's the ideal way to reach new prospects.

How to define which acquisition channels are right for you?

Now that you know which channels are the most widely used, you need to know which ones to prioritize for your digital strategy. Some channels require different resources. SEO takes time, SEA costs money, Facebook is best for B2C retailers, while LinkedIn is best for B2B retailers.

The most important thing is to know which channel is right for your business by defining your audience, what they're looking for, and setting your objectives and budget. Then you need to test your strategy, analyze the results and adjust according to what you find. If your ads aren't being clicked, maybe your keywords aren't relevant enough. If the display isn't working, maybe the visuals aren't appealing. If your emails don't seem to be attracting your prospects, try changing your message, refining your target, trying to personalize your messages better, etc.

If you're ever feeling a little overwhelmed by all these strategies, channels and the multitude of accounts you have to open to manage it all, we've got the solution to ease all your worries! Feedcast offers a solution that allows you to manage your campaigns across multiple channels from a single platform! What's more, the algorithm is there to help you optimize the delivery of your campaigns based on your preferences and objectives. Discover Feedcast technology and simplify the distribution of your shopping campaigns across all channels!

Updated on: 08/02/2024

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