From responsible AI use to journey orchestration, these are the places you should put your focus to elevate your CRM Marketing in the new year.
The Big Picture:
With 2023 in the books, it’s time to pave the way for continued innovation and more meaningful customer connections in the year ahead. But marketers face a big challenge: cutting through the influx of noise to deliver hyper-personalized content that reaches customers in real-time and enhances — rather than disrupts — their digital experience. To ensure your customers keep coming back, make a pledge to follow these marketing resolutions in 2024.
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5 New Year’s Resolutions for Exceptional CRM Marketing
1. Embrace AI, But Do It Responsibly
As AI and machine learning continue to play a pivotal role in shaping marketing strategies and enhancing personalization, responsible implementation is equally crucial. When incorporating AI into tasks like ad targeting, content creation, and market analysis, make a commitment to prioritize ethical considerations — and be transparent. Our research reveals that 63% of consumers say they can identify when marketing AI is at play. Rather than concealing this fact, leverage your customers’ enthusiasm for AI by highlighting how it enhances the customer experience. Authenticity builds trust, and by openly embracing AI, you can foster a deeper connection with your audience while.
At the same time, marketers need sophisticated data analytics to execute personalized, relevant messaging at the speed of a consumer’s interaction with the brand. Generative AI is simplifying the complexity of advanced data analysis and streamlining insight discovery. For example, OptiGenie’s Generative AI Insights, allows marketers to instantly uncover valuable information about their business, audiences, and campaigns in a familiar chat interface. They can ask OptiGenie anything about campaign performance, KPIs, and target groups through easy and natural in-product conversation, enabling intuitive exploration and analysis of customer and campaign data.
2. Move Beyond Vanity Metrics
Vanity metrics like open rates and clicks are superficial metrics in measuring financial performance on marketing campaigns. To understand the real impact of your CRM efforts on profitability, it is more important to measure genuine, meaningful key performance indicators (KPIs) that reflect the incremental revenue generated from your CRM, such as CRM Contribution. This involves aggregating campaigns, measuring the incremental revenue generated, and understanding customer behavior in the absence of your message. It’s a shift towards metrics that truly matter and contribute to your business objectives.
Customer journey orchestration is not just a strategy — it’s a commitment to understanding your customers on a deep level so you can meet them where they are. Make a pledge to put your customer first by adopting technologies and implementing strategies that elevate the customer journey. This will enable you to tailor your offerings and interactions with unparalleled precision to create more seamless, personalized, and satisfying interactions between your customers and your brand.
Enhance customer engagement by leaving rule-based orchestration behind and leveraging AI for decisioning to focus on building deeper and more meaningful relationships with your customers. Invest in customer engagement strategies, such as loyalty programs, email marketing, and social media engagement, to keep customers coming back. Prioritize personalization and make a commitment to deliver highly personalized experiences to your customers. Tailor your messaging, recommendations, and offers based on individual customer profiles and behavior.
4. Embrace Data-Driven Decision-Making
Resolve to start every interaction with customers’ data. Leverage data analytics and customer insights to make informed marketing decisions. Invest in data collection and analysis tools to better understand customer behavior and preferences.
5. Monitor and Adapt to Trends
Stay vigilant about market trends and consumer behaviors. Monitor shifts in consumer preferences, social media trends, and industry developments to adapt your marketing strategies accordingly. Explore emerging technologies and stay up to date with the latest marketing technologies and trends, such as AI, chatbots, and voice search. Explore how these innovations can enhance your marketing strategies and customer engagement.
In Summary: Embracing responsible AI implementation, moving beyond superficial metrics, and monitoring and adapting to trends are key considerations for staying ahead in 2024. Additionally, prioritizing customer journey orchestration and embracing data-drive decision-making with tools like OptiGenie can elevate the overall customer experience. Commit to these resolutions to foster authenticity, meaningful engagement, and a deeper understanding of customer behavior, ultimately contributing to a more successful and customer-centric approach in the evolving landscape of CRM marketing.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
