Customer acquisition refers to the process of identifying, attracting, and converting potential customers into actual buyers of a company's products or services. It involves a series of strategic [[marketing]] and sales activities aimed at reaching new audiences and persuading them to choose a particular brand over competitors. This process typically includes market research, advertising campaigns, lead generation, and nurturing prospects through personalized communication and engagement strategies. Effective customer acquisition not only focuses on increasing the customer base but also on ensuring that the [[customer acquisition cost (CAC)|cost of acquiring new customers]] is justified by the long-term value they bring to the business.