Customer relationship management has been around as long as it has been possible for vendors to keep track of customers. The process of fostering, maintaining and deepening the bond between a company and consumers has always been the golden standard of commerce. We see these small exchanges of positive customer service every day – from the barista who remembers your order to the dry cleaner who knows your name and greets you with a smile. This kind of exchange of information has been vital for centuries. Personalizing the experience for the user is key to creating a positive transaction experience.
Which brings us to the question advertisers have asked ever since the first banner ad popped onto a website: How does one translate that invaluable customer-vendor relationship to the online marketplace?
Until recently, it was almost impossible to do so, and it took a lot of time, energy and resources, with little pay-off. But these days, customer relationship management (CRM) data is easily transferred and utilized in marketing decisioning platforms such as TerminalOne – with big results.
Whether it’s email addresses, personally-identifiable identification numbers or subscription lists, companies can now transfer information that used to be offline-only from their internal databases into an online platform to create smarter decisions.
So, when would a company use this sort of data in a real-world scenario? The use cases are endless, but include such activities like targeting car customers who are approaching the end of a lease, remarketing existing customers to show them new sale events, or completing a process offline that was started online, such as applying for a new credit card.
However, in addition to simply targeting these customers, TerminalOne is able to optimize media buys towards this offline activity by using our Brain. For example, the TerminalOne reporting and optimization system might show that the most conversions for a certain clothing store are centered in Cincinatti and Memphis, so the advertiser would be able to optimize online ads to those specific geographic locations.
Being able to marry the offline data that has been the gold standard of CRM targeting for centuries with the robust programmatic buying experience of marketing interfaces such as TerminalOne can bring the old process of giving the customer what they want when they want it into the 21st century.
To learn more about CRM marketing and the future of consumer targeting, the New Marketing Institute welcomes you to sign up for the Level Three certification module on CRM Data Management, held in partnership with our Director of Client Services, Michael Hauptman, and our CRM match partner, LiveRamp. The next class will be held January 28th at 2 p.m EST, with dial-in access available for those unable to attend in-person. To learn more or to sign up for a class, please contact training@mediamath.com.