The ever changing technology has been shifting the way organizations operate. Retaining and expanding customer base is the key for any business today. Customer relationship marketing – CRM - has been driving organizations to success and brands are getting better with it, but the challenges of tackling connected customers are getting bigger and bigger.
Twitter, an online social networking and microblogging service is getting on the right track to address this issue by picking up CRM firm Merkle for its new tailored audiences solution.
“Merkle is delighted to partner with Twitter to help propel the activation of our clients’ first-party data,” Craig Dempster, executive vice president, chief marketing officer, customer experience group leader at Merkle stated.
“We see Twitter’s tailored audiences solution as a clear manifestation of addressability at scale that is afforded by the digital audience platforms. We believe that it represents a distinct opportunity for brands to hone their skills as platform marketers, to utilize real-time data, analytics, and technology to achieve competitive advantage,” Dempster added.
Advertisers’ customer data segments are used to create tailored audience targeting segments on Twitter.
Advertisers can now reach a more relevant user base by including, excluding or expanding upon an initial CRM targeting segment. The CRM-based targeting solution enables advertisers to define their own groups of existing and target customers and connect with them on Twitter, bringing the power of direct marketing to the Twitter platform.
Brand and direct response advertisers and marketers can use CRM based tailored audiences to drive awareness, engagement, conversations, loyalty and conversions with existing customers and also to drive new customer acquisition by creating look-a-like audiences that most closely resemble current customer profiles while excluding existing customers.
Merkle recently announced the appointment of Shep Parke to vice president, client partner, retail consumer goods. Parke is a customer relationship marketing professional with over 25 years of experience in the retail and consumer goods markets.