“2013 will be the year of bringing your CRM online for display”, says Josh Butler of Facebook in yesterday’s panel discussing “The New Advertising Landscape”. Leveraging your CRM data online using CRM Retargeting is definitely a common theme echoing through the Exhibit Hall in Las Vegas thus far. Yesterday LiveRamp, Facebook and AddThis took the stage in an interactive panel centered on the New Advertising Landscape to help foster the discussion with direct marketers who have had success with offline channels, but want to increase their reach and revenue online. Hosted and moderated by MediaMath, various topics were discussed around unlocking your existing customer base to drive revenue online and easy-to-implement approaches to scaling revenue with existing resources. Trends here are showing CRM Retargeting and bringing your CRM data online are definitely worth the test, becoming easier and easier to do, and a very big fundamental thing that everyone from big brands on will have in their marketer’s toolkit.
Takeaways that surfaced from the DMA thus far:
1. Be open to testing: even if you don’t find the results you were anticipating, you will learn something about your customers.
2. On a budget? Don’t fret: While it may seem you don’t have the marketing spend to add CRM Retargeting to your marketing plan, you may find that the benefits, conversions and cost per acquisition far out weights the cost.
3. Test. Learn. Iterate. Repeat!
It’s clear this year at the DMA that digital display has now caught up with other direct marketing strategies. As customers continue to evolve in how they interact with your brand, being quick and efficient in adjusting your approach and engaging them – real-time – is a critical component of your integrated marketing strategy.