Using CRM Data To Drive Digital Advertising Campaigns 

Jeff-Finch-headshotBy Jeffrey Finch, Choozle

Every action people take online creates valuable data. Each website interaction, purchase, survey question answered and online engagement helps marketers learn more about their target audience and customer. This collection of data enables marketers to create customized online experiences that can influence their customer’s behavior.

The introduction of Data Management Platforms (DMPs) and Customer Relationship Management (CRM) aid the increase of customer data collection so much that 90% of the data in the world today has been created in the last two years alone, according to IBM. With the advancement of online advertising and personalization technologies, it is now possible for marketers to execute programmatic advertising campaigns based on data collected from their customers. Enter CRM remarketing — a technique that uses the power of data to help brands plan more insightful ad campaigns.

CRM remarketing provides marketers the ability to send targeted digital advertising messages to users based on their customer database. This type of targeting is different from standard retargeting because it uses customer information that has been gathered from multiple online and offline sources. For example, retailers can ask for a client’s email address after an in-store purchase, a travel agent can ask for an email address during the booking process, or a business can segment email addresses of their top customers. CRM remarketing brings together online and offline marketing strategies for businesses to better communicate with their target audience. With this type of targeting, messages will become more relevant and garner more positive results.

With that in mind, here are a few of the many CRM remarketing tactics that can be used in any digital marketing campaign.

Be Timely Throughout The Customer Journey

When a membership, contract or lease is coming to the end of a term, businesses want their customers to renew. Email marketing may remind customers of that date, but that is only one part of their sales funnel. And with an average of 22% open rate in email campaigns, not everyone is reading that email. With CRM remarketing, marketers have the ability to target and influence those customers when they are online, researching their options in the midst of the decision-making process.

Re-engage With Lapsed Customers

Whether you are marketing to a customer or business, there is always a selling opportunity for customers that haven’t been active recently. Use CRM remarketing to target lapsed customers and serve them online ads with your desired message. This type of targeting can provide a way for brands to reach inactive customers with messages and offers designed to re-engage them.

Upsell And Cross-sell To Engaged Customers

When customers make a purchase, there is a period of time that is ideal to present them with additional opportunities. This allows marketers to target based on a client’s recent activity and cross-sell them related products. For example, if a customer with a recent change of address just purchased a new couch, it’s likely a strong indication that the individual is in the market for other “new home” items.

With CRM remarketing, online advertising is becoming based more on identity than on behavior or preference alone. By taking advantage of this enhanced customer knowledge, marketers can better communicate with customers and provide them exactly what they need.

Jeffrey Finch is the Co-Founder and CPO of Choozle. Jeff has worked for over 15 years in the digital media space with his primary focus being in the areas of SEO, digital marketing, paid search, design and affiliate marketing. He has been a digital marketing and strategy consultant for small to medium-sized businesses for over a decade and has owned and operated several online companies of his own.