The ultimate guide to capturing more leads and winning superfans at a discount in 2020 and beyond!
In the past 10 years, the world has seen the rise and wide adoption of tools that enabled mass advertisement. This has consequently matured the roles of modern advertising in creating awareness & driving consumers to perform a desired response by the marketer. This response can be in the form of a purchase, idea adoption, viral content sharing and many more that we may or may not be aware of in our daily lives.
With the saturation of mass advertisement slowly being realised in our daily lives, the importance of advertising personalisation should be a topic that deserves greater weight than ever before. More specifically, conversions on how to build and maintain deep, meaningful interactions between brands & individual consumers.
By shifting the focus away from spreading awareness about brand and offerings, more conversation time can be spent on empathising with customers’ pain points that they are desperately seeking solutions for.
It is through engaging in extensive interactions with customers through which companies can break out from competition and ‘eat away’ competitor's market share. This is because it allows brands to not be portrayed as another brand from the consumer’s perspective. Rather, it is an entity that is able to interact emphatically - realised through powerful personalisation that is accurate based on situational context. This will form the basis of customer relationship management (CRM) moving into the future and help fuel synergies with marketing automation.
Whilst manual marketing efforts would play a major role, the reliance of marketing automation will become much better as the volume and quality of personalised customer interactions to be increased. Marketing automation would not only enable marketers to engage in personalised interactions with many times more consumers but also with greater functionalities that helps to reduce human errors and save time.
On that basis, it can be seen that companies operating with a centralised perspective on their brand and product offerings would fade. Instead, we would see a rise in customer-centric marketing models predominantly in the near future.
Before we start to scratch the surface of the synergy between customer relationship management and marketing automation, it is useful to define the two terms to minimise ambiguity.
Customer relationship management is the system behind documenting, obtaining & retaining customers that supports marketing automation to deliver the correct advertising material to the right customer.
Marketing automation is the strategy and tactics behind how advertising messages can be directed and personalised to individual customers at unique stages of the marketing funnel, resulting in customers moving down the sales funnel.
To achieve this mass personalisation, the synergy between customer relationship management (CRM) and marketing automation should be utilised. The combination results in the building of strong brand loyalty and smart growth.
In particular, this synergy helps create customer loyalty as a result of -
On the other side of the coin, smart growth can be achieved by combining CRM and marketing automation as it:
Having raised the importance of personalisation moving forward in the future of marketing, the longevity of advertising creatives aimed at mass markets may be questioned. For instance, would it be effective in the future or would it slowly fade out as it became ineffectiveness?
I believe the answer to the above question would be both Yes and No. This is because advertising creatives that are aimed at mass market would always have its place in generating awareness and interests on platforms in our day-to-day lives, especially offline, where personalisation would not be possible until at least another 100 years. I believe this would be due to the large privacy security concerns of displaying personalisations on a public setting in ways that would not be seen as obstructive to the viewer and can be easily exploited by people surrounding the viewer.
That being said, whilst mass advertising would have its place in the future, personalisation would see to grow in weight through time. As the scale and familiarity of personalisation matures across our global industries over time, brands can expect customers to anticipate in receiving high levels of personalisation in the advertising messages that encounter.
At the very moment, it is the opportunity to capture market share and customer loyalty at a low cost that should be exciting to brands and marketing agencies. This is because we are in the age of mass advertisement where mass personalisation is still in its infancy. This allows brands to utilise personalisation to capture market share & build customer loyalty at a heavily discounted price that what is to come in the next 10 years.
This is the start of a long blog series on CRM marketing automation - one that would be exciting as it would cover the fundamentals through to the deep tactics through which small and large businesses can apply.
I highly recommend you to put into practice any learning from the upcoming parts of this marketing automation blog series. It is often the cases that your learnings will not be static, one-dimensional. Instead, it can be used creativity and be applied across multiple dimensions in your marketing and sales strategy & operations.
Marketing automation with CRM will not only help you capture more leads at a heavily discounted rate than in the future. But, it would also help you win over customer loyalty now that would prove to be more difficult moving into the future where mass personalisation would be matured and saturated in everyday life. As a bonus, case study articles would be embedded to assist you in connecting writing to everyday CRM marketing automation execution.
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