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The role of CRM in a data driven marketing strategy

Posted by Alejandro Durán on 2/12/20 4:49 PM


Marketing people have always longed to deliver the right message to the right customer at the right time, through the right channel.

Over time, the available channels have changed, but the goal of customer relationship management (CRM), to delight them and thereby increase their loyalty, has always been maintained.

Whether through virtual or face-to-face channels, a CRM strategy is of paramount importance for the sustainable growth of a healthy business. a CRM?

Simply put, CRM is putting the customer at the center of the business. Ultimately, the goal of any CRM program is to move from a transactional interaction to an emotional and loyal relationship.

According to the business dictionary, CRM is "a management philosophy according to which the company's objectives can be best achieved to identify and meet the needs of customers and their desires".

Until 1990, marketers had historically focused on acquiring new customers. But the market matured, with not only the acquisition of customers, but their retention the new big focus. How to increase profitability per customer through loyalty.

In today's world, where purchases materialize in a multichannel environment, CRM requires combining data from digital, mobile and social sources and projecting it into traditional touchpoints, which is not little.

Some companies claim that they do a good job, unifying the data from online and offline, but the reality is that know-how and infrastructure are lacking to do this correctly.

The proliferation of data silos and the existence of fragmented equipment demonstrate that being able to identify individual customers at a granular level and target them with personalized content and experiences is still, for many companies, a big challenge. Market Trends and CRM.

Marketers want to be able to make strategic decisions, based on data and actions, being their focus of attention the customer.

Over the past couple of years, the rise of programmatic advertising, which has undoubtedly transformed the purchase of digital advertising and marketing automation, causes CRM to rise on the priority scale.

But even at the most basic level of email marketing automation, a good CRM must be in order.

As a result, marketers are on the lookout for more smart data to help them identify customers who deliver the most value and have a higher degree of brand loyalty.

In the multichannel environment we're ininserted in today, CRM is becoming crucial.

Being able to build a unique database that brings together all experiences and interactions with customers, at every point of contact and across each channel, is still for many the silver bullet of marketing success; yet it is a condition that not many CRM fulfill today.

As never before, it is essential to have a CRM capable of combining data from digital, mobile and social sources, adding to this those obtained in traditional contact points, but there are still very few companies that can say that they have this.

Brands such as Domino's Pizza, Starbucks and First Direct are shaping up as pioneers in this space, as they have turned to an approach that combines online and offline environments in customer service. But not everyone has gotten there.

Fortunately the industry is aware that it's time to catch up. According to Econsultancy's "Digital Trends 2016" report, targeting and personalization are rated as an absolute priority by digital marketers.

In addition, 2 out of 5 organizations (38%) agree that omnichannel personalization, which is where the CRM industry clearly wants to be, comes true today.

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Tags: Data Management