The Importance of CRM to Digital Marketing
2017 April 27
Customer relationship management (CRM) applications and strategies are critical to the success of a modern business. The term CRM ostensibly refers to a set of applications that firms use to manage customer data, analyze customer interactions, receive the most relevant customer data in real-time, and use this data to update and improve customer relationship strategies as and when a firm receives the data. CRM systems and applications are designed to broadly compile customer data across multiple different channels of communication including emails, phone, social media, websites, live chat, and direct email.
CRMs are designed to provide team members tasked with bettering customer relations with comprehensive data such as personal information, key preferences, purchase history, keyword patterns, interests, concerns, and other forms of relevant data. CRM applications have massively improved a firm’s ability to interact and respond with its customers.
CRM is vital to e-commerce
According to comScore, by May 2016, nearly 40% of all e-commerce sales were digitally influenced. Specifically, a customer would look up something on Amazon. Amazon’s CRM would remember this and re-display this information to the user when the user is using Facebook and Twitter, send emails about the same to the user, and suggest the recommendation when the user revisits Amazon. The value CRM brings to brand is important as an increasing number of customers are always on and always connected. As online shopping on mobiles continues to rise, we can only expect the number of digitally influenced sales to increase.
CRM allows you to target digital marketing services
With the data firms glean from CRM applications, they can engage in digital marketing that specifically targets individuals with great precision. By understanding what makes a customer or a prospective customer, businesses are able to figure out the best possible way to target their users. Based on an individual’s browsing history and social media preferences, the individual is presented with information in a different manner than his or her contemporaries.
By offering a personalized and targeted approach, businesses can improve their image in the eyes of their customers. The right CRM tool could often be the difference between success and failure for your business.
CRM is incredibly cost-effective for businesses
Probably the best aspect about CRMs is that they are incredibly cost-effective. The right set of CRM tools will reduce the manual load on staff members, require next-to-no paperwork to deal with customer data, and allow businesses to use fewer resources to meet their needs. CRMs will undoubtedly be an expensive investment at the onset, especially for a new business, but its benefits are clear for all to see.
CRMs minimize wasteful expenditure and make the entire digital marketing process a far more nuanced and thoughtful landscape. It allows firms to determine what type of customer relationships and interactions must be prioritized at any given level in order to maximize a firm’s sales and growth potential levels.
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