2. Choosing the campaign you need now: In this chapter,we make the point that your business needs all three campaign type: Acquisition, Monetization, and Engagement. To run sustainable, healthy business, you need to be acquiring new leads and customer, Monetizing them, and engaging customer who advocate and promote your brand.
(a) If you're starting a brand new business or have no existing leads or subscribers, build an acquisition campaign.
(b) If you have existing leads and customers, but they are not buying as much as you would like, build a monetization campaign
(c) If you are happy with the number of leads and subscriber and the monetization of those leads and customers, build an engagement campaign.