News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How to ensure CRM's relevance
CRM is not a new tool to any business strategy, but CRM can become somewhat redundant or irrelevant.
Kristina: What trends are you seeing in CRM currently?
Loretta Jones, Vice President of Marketing, Insightly: CRM providers are creating simpler interfaces as a result of user demand for easier-to-use tools. Current and potential customers want a tool that can be immediately implemented and produce measurable results soon after. This isn't possible with clunky CRM solutions that require lengthy and in-depth training. A simpler and more intuitive UI also improves the probability that employees will adopt it.
We're also seeing a trend of more customers choosing CRM tools with mobile capabilities. More deals are happening outside of the office, especially with the growth of remote working, so it's not much of a surprise that business owners and managers are choosing tools that can give their employees an easy way to track, store, and access customer data from any location. As a result, we expect to see a continuance in the expansion of features and capabilities of mobile apps from CRM providers.
Kristina: CRM isn't new, but it continues to perform well. What is driving CRM?
Loretta: CRM is at the heart of many business' daily operations. Its capabilities expand beyond just a database for customer contact details, and for many, CRM is the core system for managing sales, marketing, payments, social media, and so much more. Integrations with other software - such as marketing automation, accounting software, and analytics - is helping to drive CRM forward.
Kristina: How can brands ensure, even with 'older' tools like CRM, that their messaging is relevant?
Loretta: A lot of CRM providers have been quick to adapt in order to remain relevant. For example, predictive analytics and the value it can provide businesses has become a hot topic and gives businesses actionable insights about their customers. Many CRMs are now equipped with predictive analytics capabilities or integrate with predictive analytics software. If a business owner is evaluating CRMs, they should make sure to go with a tool that has shown it can add functionalities and capabilities that will allow it to keep pace with the competition.
Image via Shutterstock
- What Twitter's roll-out of Periscope ads means for digital brands
- Ad Roundup: Tools to connect shoppers
- Top 3 tips for B2B brands to harness purchasing power
- Channel 4 video-on-demand ads address viewer by name
- IAB: 2016 Internet ad spend breaks records
- Marketers say their role is to collect, not analyze, customer data
- Two-thirds of US, UK consumers worried about how brands use personal data
- Study: Marketers overwhelmed with data
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...