With digital marketing budgets expected to rise this year, customer relationship management (CRM) software vendors are ramping up their pursuit of paid media budgets.
“Marketing is perhaps the hottest area in the customer-facing realm right now, and it is evident the place has multiple holes to fill and many approaches to take,” observed Paul Greenberg, president of The 56 Group, a consulting firm that focuses on CRM strategic services.
Combining data sets – i.e. “breaking the silos” to serve customers relevant ads and offers – is one of the holes that marketers are trying to fill. CRM vendors are approaching the problem by offering more ways for companies to fuse their CRM data with advertising.
Customer demand drove Salesforce.com’s decision to produce Social.com, a tool that lets marketers connect their purchase and customer loyalty data, as well as data from contests, whitepaper downloads and other conversion pages to their social ad campaigns, according to Peter Goodman, VP of Salesforce Marketing Cloud.