Marketing collateral is not new. Referral incentives are not new. And asking a customer to give a testimonial or review is also, not new. What IS new is wide availability of process automation within each one of these activities. Any one of these examples is powerful on it’s own, but combined you will have a “league” of extraordinary techniques to accelerate your customer acquisition results.
The movie theater business shows how the source of profit may come from a completely different thing on the menu than the source of the demand for it. This is an important nuance to understand for eCommerce, where there are non-obvious opportunities to create value, especially in service businesses.
I’m going to let you in on a dirty secret of the do-it-yourself website industry.