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Importance of Incorporating CRM in Digital Marketing Campaigns
Most people don't say much about digital marketing campaigns, but this does not mean that customers do not notice when a particular business comes out with a novel idea. Recently, one of our staff members went in for a teeth whitening treatment at a local cosmetic dentistry. He got a perfect set of dazzling white teeth, but what took place after he went home is what really amazed him. Within a few weeks, he got a follow-up telephone call, a thank you postcard in the mail, and a text message about a new dental offer.
This particular dental clinic did a number of things correctly:
. They widened the customer experience beyond the dental clinic.
. This was done while the service was still fresh in the customer's mind.
. They utilized multiple channels to reach the customer.
Displaying an expert approach to customer relationship management (CRM), the dental clinic mentioned in the above example, came off as credible and willing to help.
If a digital marketing professional wishes to achieve a similar level of customer service on the Internet, one of the best tools at their disposal are social media networks. Social media can accomplish all of the above three points and much more. They can help to start and continue a persistent dialogue between existing customers and a brand. This allows digital marketing professionals to connect to customers in a deeper way, just like the phone call, postcard and text message, mentioned in the above example.
Today, social media websites have become a huge part of digital marketing campaigns. On the other hand, they have had some curious results that would surprise many. Whether a business wishes to promote a new product, build a brand, or increase profits, it is important to include features that offer customer service, within all digital marketing campaigns.
Facebook and Twitter are two of the most suitable digital marketing platforms for customer relationship management. In 2010, Proctor and Gamble unleashed 180 viral videos on YouTube, during which their mascot answered questions of users that were posted on Facebook and Twitter. Though the company did not claim that these videos were part of a CRM campaign, many analysts criticized the brand for not focussing on targeted segments of customers. These digital marketing analysts said that this campaign was wasted as it only provided temporary entertainment for all users, rather than specifically managing queries of important customers.
When digital marketing agencies build online campaigns, it is important for them to integrate CRM elements to reward existing customers for their loyalty to a brand. This can be done through methods like informing current customers about new ad videos by email, or building a separate 'special offer tab' for them on Facebook.
Qudos Digital is a leading digital marketing consultancy and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.
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