News & Opinions
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More Effective Data Solutions: Bridging CRM and Digital Marketing
Dana Hayes Jr. / ClickZ / September 9, 2013
Experienced marketers often wonder if the convergence of direct marketing and the digital world has been fully realized. We believe this inflection point has arrived and it will drive millions of customer relationship management (CRM) investments into the digital marketplace.
In the digital marketplace the targeting offerings are uneven, but the fundamental foundations exist. The good news is today’s data science approach allows marketers to model audiences based on content, location, time of day, and device and then target on a more granular basis according to the marketer’s objectives.
The more advanced data solutions today no longer have to rely on demographic or vague segment-based targeting. The best audience targeting and marketing expertise likely comes from the database and direct marketing worlds, where marketers have always understood the power of precision marketing at scale approach in a privacy-compliant way, through database marketing and message personalization leveraging the USPS.
Today, we are finally at a juncture where we can leverage the longstanding expertise of direct marketers to execute against the new targeting opportunities that digital marketing affords us based on real people not cookies. Combining traditional direct marketing CRM tactics with available channels, technology, and tool creates a new world of targeting – and improved effectiveness – for marketers.
There has been much focus on – and equal doubt about – “cookies” as effective tools in the new digital world. Marketers perceive them to be the most powerful way to target audiences. These same marketers don’t want to be told that the cookie that they are addicted to is not the best way to target in the digital world.
But, if they could set their mind to several new key areas of consideration – that take into account the best of “traditional” marketing, combined with the opportunity that the new tools of the digital world offer – they would be on their way to more masterful enterprise-level brand marketing.