Ah yes, young love. The ever-awkward stages of early flirtation, romance and, finally, love. But the issue of who says, "I love you" first is always one of the most difficult, make-or-break moments of a relationship. In the same way, transcending simple CRM relationships can be difficult in marketing, and instead of "I love you," marketers can sometimes hear the dreaded "Eww, that's creepy!"
In yesterday's Target Marketing webinar, "Using Context to Avoid Creepy," MetLife's Director of CRM, U.S. Direct Business, Derek Martin worked through both the great potential and pitfalls surrounding customer relationships. But all's fair in love and war and CRM, right? No risk, no reward.
"With all of the incredible amounts of data and channels to reach potential customers," Martin said, "this is truly the Golden Age of marketing." But do marketers really deserve all of the power that they've been so graciously gifted? After all, in 2014, 43 percent of US companies had some kind of security breach.
We can't afford to remain data Luddites based on the failures of the few. Pressing forward, it's important to keep in mind the failures of the past—both in security and in personalization. How do we hit the sweet spot? Context. Said Martin: "Context finds the relevant and valued opportunities all along the customer lifecycle."
How do you know if your marketing strategy is using those critical context clues and natural relationship development, instead of crossing lines and creeping your prospects out? Martin provided three easy points you can leverage into a "Creep Sweep" to check over your marketing.
- Use Permission-Based Marketing
Just like in an interpersonal relationship, you should have someone's permission before calling them nonstop.
- Apply Context to Your Customer Relationship Management
Keep in mind that tempering messages to the different stages of the customer journey is important.
- Take Advantage of Message Governance
Test your messages to see what frequency, and which content generates your best responses.
If you play your CRM cards right, before you know it, you'll be well on your way to having your customers fall madly in love with you. All it takes is a little bit of romance—and context. Still need help? Watch the full webinar on-demand, right here.