96% of Indian respondents in a survey said that being treated as unique individuals is important for customer trust. In another report, 72% of customers said they expect companies they buy from to recognise them as individuals and know their interests.
To meet these demands, marketing and advertising campaigns have shifted their focus from a ‘product-centric’ approach to personalisation, where brands cater to the unique needs of their target audience. To develop an effective marketing strategy that engages customers on a deeper level, CRM software is the best choice. Using first-party data stored in your CRM, you can personalise advertising experiences and improve your digital marketing efforts over time.
What is CRM?
CRM software is not only a system for collecting, storing, organising and analysing customer data but also acts as a vital information hub for customer-facing processes that link sales, service, commerce, IT, analytics and marketing. With the help of CRM, you can manage marketing campaigns, identify sales opportunities and shop for customer and prospect contact information all in a single place. You can also make data about every customer interaction accessible to anyone in your organisation who needs it to create seamless and connected experiences.
Why should you use a CRM for advertising and digital marketing?
Your marketing teams can use granular customer information from CRM systems to run powerful campaigns across all marketing channels. More generally, a CRM system can help you:
Get a better idea of your target audience: CRM uses customer data to create segmented groups based on past transactions, browsing behaviour, buying patterns, demographics, etc. Access to solid, granular data allows you to go beyond superficial target groups. This allows you to define your target audience more meaningfully and create marketing materials that appeal more to your target audience.
Ensure cross-team alignment: CRM helps with alignment between different teams such as sales and marketing. This helps them work as a cohesive team, communicate important data and customer information, and streamline all stages of the buyer’s experience.
Automate routine tasks: CRMs automate routine administrative tasks, speeding up other time-consuming but important work. Automation can include data entry, updating contact records, sending follow-up messages, creating and managing workflows, conversations with chatbots and more.
Why should you use a CRM for advertising and digital marketing?
1. Plan your campaign better: Digital marketing with CRM uses a 360-degree view of the customer, including their browsing habits, social media engagement, online purchase history and other indicators. This data allows you to understand the customer at a deeper level – including their behaviour, goals, problems and difficulties – and create targeted marketing campaigns tailored to your audience’s needs.
2. Create personalised content on different channels: Using the data provided by a CRM system, you can deliver tailored, specific content and offers on different channels.
For example, you can use first-party data from CRM systems in email marketing campaigns to – change content in real time
- Change content in real time
- Create customised CTAs
- Set up a segment-specific email sequence
- When creating specified ads, CRM data can be used to drive activity in relation to –
- Promote highly targeted campaigns
- Displaying relevant ads to a target audience
- Retargeting customers with ads based on their browsing activity – In social media marketing, CRM data helps –
- Monitor platform-specific customer engagement activities
- Create spot- on, topical and unique content based on customer interests
3. Respond to customers in a timely manner – With a SaaS-based CRM system, your employees can access customer data in real time from anywhere without being tied to a desk or server network. While working in the office or in the field, your employees can interact with customers and potential customers via mobile devices, allowing them to respond to enquiries while on the road.
4. Measure your performance: With a CRM, you can get real-time insight into how customers are responding to your brand’s content. You can also use analytics to evaluate the impact of the same and determine changes for future campaigns. This instant assessment of advertising effectiveness helps you improve and optimise your campaigns
A solid advertising and digital marketing strategy is based on powerful customer data and analytics. This helps to improve personalisation and positively impact campaign results.
With the help of a comprehensive CRM platform like Salesforce Customer 360, you can unify your business around the customer. Salesforce Customer 360 is a unified platform that consolidates all customer data to create detailed customer profiles and provide a single view of each customer. With Salesforce Customer 360, you can integrate data from all sources in one place so your teams have a common view of customers to make better, faster decisions and meet customer needs.
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