Customer relationship management (CRM) can benefit from the insights provided by digital advertising, but about 63 percent of CMOs globally aren’t accessing it.
According to September, 2015 research from The CMO Club and SocialCode, two thirds of CMOs worldwide are not using digital advertising to capture consumer insights within their CRM database.
“Some 23 percent of respondents said they do not use digital advertising and have no plans to in the next 12 months and 40 percent said they don’t currently use it, but they plan to within the next year,” reports eMarketer.
That leaves a mere third of main marketing honchos who are using digital advertising to better understand their current customers.
It’s a critical marketing tactic for executives. In fact, notes eMarketer, “The University of Massachusetts Dartmouth Center for Marketing Research found that almost half Inc. 500 executives said that digital advertising was a marketing tactic that had the most potential for increasing sales.”
Other CRM tactics with potential value? Those would include business directory listings, social media platforms, and traditional print or broadcast media.