|
|
|
|
|
|
|
|
|
|
|
|
|
|
Key Industries:
|
|
|
|
Key Sectors:
|
|
Digital Marketing
|
|
e-commerce
|
|
Social Media
|
|
|
03.01.2012
|
Philipp Mohr, CEO of Comufy, on developments in CRM in 2012
Speak to any wise marketer and they’ll tell you the same thing – if you want engaged users, you should deliver targeted, personalised, relevant content. It’s simple really. If you hit someone with a message that’s timely and relevant, they’re more likely to read the message, find it resonant and do what that message tells them.
Looking back at the evolution of email marketing, this has been proven time and again. ‘Spray and pray’ campaigns, where everyone gets the same message have been replaced by sophisticated campaigns based on user demographics, purchasing history and flexible rule engines.
But why has social media messaging not followed suit? Brands are amassing hundreds of thousands of Twitter followers and millions of Facebook fans, but they treat them as if they’re all the same. For audiences of this size, a message which is relevant to one person will be completely irrelevant to another. So why do brands who use social media still post one-to-many broadcast messages? In part, it’s to do with the lifecycle of the medium. All new channels go through an evolution of ‘broadcast’ messaging before they become targeted, driven largely by consumer marketing fatigue. In addition, as social media evolves at such a rapid pace most marketers don’t have the requisite knowledge to understand how to bring direct marketing to social channels.
If only there was a way to gather user data from social networks and to manipulate this data in order to send targeted messages. Thankfully, the industry has responded and social CRM is now the buzzword of choice. Consumers part with rich, accurate data, making social media a marketer’s dream. And as you would with your other online marketing activities, you can create user segments to target with relevant messages.
2012 will be the year that marketers start to adopt social CRM in earnest, increasing the relevancy of their social media messaging. Hopefully, this will be proactive rather than reactive to consumer complaints. But choose your provider carefully. If you believe in data-driven communication, make sure your provider can integrate with your existing online marketing activities and your existing CRM provider. Sending direct, personalised messages on social media channels will become the norm, so don’t get left behind. After all, as any wise marketer will tell you, relevant content drives engagement and conversion.
www.comufy.com
|
|
|
|
|
|
|
|
|