Using CRM to inform your Digital Marketing tactics
CRM and Digital Marketing
Managing customer relationships should be built into each tactic and all Digital Marketing activities.
Successful email marketing stems from a very basic customer need: privacy and permission. The very first step required in using email to establish a relationship with a customer is in gaining their permission.
Data mining and segmenting customer databases allows for email marketing to be tailored to customers, while emails allow for extensive personalization on a mass scale.
Email is often the primary point of contact for all customer service related messages, from automated emails dealing with the administration of orders, to contacts with the customer service team.
Online advertising is a double-edged sword when it comes to CRM. It can be a very effective acquisition tool for new customers, but intrusive advertising can attract attention for all the wrong reasons. Effective online advertising speaks to customers’ needs and presents solutions to them, hopefully attracting attention without being overly intrusive.
Affiliate marketing started by making the most of existing relationships other parties have with potential customers. Affiliate marketing can be an excellent sales and acquisition channel, but is not without its problems from a CRM perspective. Another entity is acquiring leads on your behalf, which can mean a loss of control when it comes to the messages used to attract leads. Ensure effective communication with affiliates so that they are sending the right message to your leads.
Search engine marketing, whether search engine optimisation (SEO) or pay per click advertising (PPC) starts with customer intent. Existing customer data can indicate where to focus search engine marketing efforts, especially when it comes to analyzing how well a website caters to the intent indicated by a customer’s search term.
The use of social media is based on customer needs and preferences. Online reputation management tracks social media in particular (as well as other online sources) to establish consumer sentiment. This valuable data should then be used to inform an organisation’s marketing strategy. Social media also present a powerful tool for turning delighted customers (who are expressive online) into advocates for an organisation. Lastly, social media allows several new communication channels for an organisation, enabling customer communications and customer service to take place where the customer feels most comfortable.
Effective web development and design starts with customer needs, and should focus on the experience of web user. Designing for customers first and foremost should give web visitors a seamless experience, presenting your goods and services to them without effort on their behalf.
Through all of the Digital Marketing tactics, effective analytics is the most useful CRM tool.
It allows each channel to be measured on its merits, and the customers acquired by each channel can be analysed.