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The Alchemy of Behavioral Targeting
Getting to know today's customer requires a new level of engagement.
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Remember in the not-too-distant past, when customer relationship management meant keeping track of "touches"—calls, emails, and face-to-face meetings that happened in the course of the sales cycle? A salesperson usually entered notes about a prospect or a deal in the system, and they may or may not have been looked at again. But CRM systems gave companies a shared repository of customer relationship information and, five years ago or so, it seemed like a pot of marketing gold.
Those simple times are gone for good.
Customer relationship management has been alchemically refined into a discipline the industry refers to as behavioral targeting, which refers to the collection and correct interpretation of vast amounts of customer data. The data is then used to build an ongoing relationship with the customer based on a genuine understanding of what is relevant and timely to that customer.
As in any real relationship, customers should feel known by the company that speaks to them, and, as in a real relationship, that interaction should not be limited to any one exchange or communication medium. Your customers' lives span physical, digital, mobile, and a myriad of social contexts. Today's successful marketing relates to customers across all of these channels.
Read the entire Robert Carroll article
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