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CRM Advertising: Getting the Right Content to the Right Person at the Right Time

In News

Date 19/09/2017

Each website interaction, purchase, survey question answered and online engagement creates valuable data that can help you learn more about your audience and can help you build customized online experiences.

According to IBM, the introduction of Data Management Platforms (DMPs) and Customer Relationship Management (CRM) aid the increase of customer data collection so much that 90% of the data in the world today has been created in the last two years alone.

CRM advertising is a scalable, data-driven opportunity that allows you to create personalized brand experiences, in order to win your customer’s loyalty.

By connecting a marketing platform with online social and advertising networks, CRM advertising allows your brands to securely route customer contacts to these channels. Then, you can target them with automated advertising campaigns.  And wherever target customers will spend time online, these ad modules will drive messaging, getting the right content to the right person at the right time.

Using CRM advertising can be a true game-changer, providing you the opportunity to create the most memorable brand experience possible, while measuring overall advertising impact and ROI in real time.

We selected 4 campaigns that represent perfect examples of how you can use data in order to engage your audience in personalized brand experiences and win their loyalty.

Offers Factory: using data to establish a new relationship with the consumers

Though Royal Canin knew a lot about Russian pet food owners, it found itself at the start of 2015 with a two-tiered problem: its customer database was sorely outdated and most everyone was still buying its products in stores versus the more efficient online channel. Further, most loyalty programs in the pet category were perceived as initiatives of individual retailers, with the brand itself typically kept at arm’s length.

After analyzing sales trends, Royal Canin set a goal to create a long-term loyalty program for owners of cats and dogs and transfer their purchases from offline to online.

The program called for sending e-mail coupons offering either 30 percent “Welcome” discounts for new members; “Birthday” offers with 30 percent discounts or a 15 percent “Quarterly” discount for all participants at the beginning of a new quarter. The program was integrated within the brand’s CRM platform with a top-up over a long period of activation via the different channels.

After a multi-stage algorithmic analysis of the CRM platform, individual offers were created along the following parameters: type and size of pet, any upcoming “events” in the life of the animal - such as a birthday or a new stage of growth - along with medical records, and other data on the pet owner.  This allowed the agency to make personalized appeals to the owner and send e-mail coupons with specific deadlines for redemption.

The campaign achieved its overall goals of reducing logistics costs, minimizing waiting times for orders, and improving the customer experience.

Samsung CRM campaign: using data to built one-to-one engagement models

To reduce customer turnover and increase sales, Samsung utilized its data to build unique profiles of each owner, that allowed the brand to deliver custom, targeted engagements that were unique to each owner’s passion.

By using data insights, Samsung was able to build unique profiles of each owner based on passions, geography, apps, length of ownership, and model of phone. These profiles helped THE the company build models of content types, subject types, offers, and invitation-only events. Then Samsung activated and personalized the models across the data-driven, mobile-first ecosystem of device push notifications, emails, websites, and an owner engagement app.

Using mobile-specific channels, like device push notifications and the Samsung+ owner engagement app, in targeted, meaningful ways was critical to creating one-to-one engagement.

The most basic use of mobile was a “ticket” that owners could quickly show, along with a valid Samsung Account, to prove ownership and gain entry at a premium activation, including a private brunch or a chance to win VIP music festival upgrades. In another mobile activation, Samsung sponsored a Marvel’s Avengers: Age of Ultron movie screening and targeted local device owners who loved movies to give them a free ticket to the screening.

Samsung generated engagement levels of more than 40 percent, more than double the average industry rate. In addition, Samsung experienced a 65 percent increase in new purchases, translating into 1.27 million new smartphones.

Minions Love Bananas- how to use data in order to create fun and engaging experiences  for your mobile audience

In the lead-up to the feature film release of Minions, Chiquita developed an innovative strategy to capitalize on its partnership with Universal Pictures.

The brand designed a mobile-first campaign targeted toward mothers of young children, with seamless desktop integration. In-store shoppers could scan Minions-themed stickers on Chiquita bananas to unlock original instant prizes and content. Customers could also access more games and content on the mobile-ready website, and enter an “instant win” sweepstakes that rewarded all users for their engagement.

The campaign was conceived around three ideas. First, image recognition technology was used to bridge Chiquita’s physical shopper marketing and in-store mobile engagement. Thirty-two different collectible Minions stickers were mass-produced and placed on millions of bananas by hand. Every time shoppers scanned a new sticker with their phones, it unlocked instant prizes and content.

Second, a new mobile-first “Minions Love Bananas” website was created for the upcoming film. It functioned seamlessly on both mobile and desktop without an app, and featured a wealth of interactive experiences to engage the target demographic of moms and their families. The website included arcade games, greeting card makers, interactive recipes, and a fun tournament where users could vote for their favorite Minion. Visitors were rewarded for every activity completed.

Third, a prize engine was created with custom logic to power an instant-win “sweepstakes” that promised everyone would be a winner. This sweepstakes structure unified every facet of the campaign, rewarding users every time they engaged with the website or scanned a sticker

The website saw a return rate above 50 percent, with 20 percent of unique visitors signing up to receive rewards. Of that audience, 35 percent opted in to receive ongoing marketing from Chiquita in the form of a newly-revamped email and CRM text program. 

Spotify Singles: transforming data into a personalized useful tool

Spotify wanted to set itself apart from its competition by tapping into the large pool of listener data it had amassed over the past decade. So it created a series of fun insight- and data-driven playlists that explored the world’s personal relationship with music.

 The objective of the campaign was to transform Spotify’s listener data into creative expressions that were relevant, personal, and unique to the user.

 The first Spotify Single playlist-“Taste Rewind,” was a musical time machine that — based on a listener’s tastes today — showed what s/he would be listening to if s/he lived in another era.

The second one named “Found Them First” helped fans prove they were really into a band before they were famous. Spotify used listening data to show listeners all the bands they discovered way ahead of the pack.

The third playlist, “MixtUp,” used the idea that couples and friends don’t always love the same tunes. By entering two favorite artists, listeners learned the degrees of separation between them and got a playlist that seamlessly filled the gap.

The data from each experiment was transformed into not only a personalized sharable digital object to express the user’s musical taste, but also provided a tool by which they could discover more music based on their current personal tastes, which was backed by data.

The campaign resulted in more than two million visitors to Spotify, hundreds of millions of social impressions, and extensive press coverage, with zero media spend.

By combining your advertising strategy with the brand’s CRM marketing data, your campaigns can reach their customer base’s full potential. CRM advertising enables you to create highly personalized, ultra-targeted experiences for shoppers.