CRM Retargeting is at the forefront of a lot of discussion in the Advertising and Marketing space right now (alongside analogous terms like deterministic data matching and email list matching). In the past year alone, Google has launched Customer Match, and Walmart, eBay, LinkedIn, and Marketo have all introduced their own CRM(Customer Relationship Management) retargeting solutions.
What this means that it’s easier than ever for brands to leverage their customer data in a way that was impossible just a few short years ago. But while the technology is taking off, not all marketers are familiar yet with the ins and outs of CRM Retargeting.
CRM retargeting uses a marketer’s owned customer data, like email list segments, to match known customers across any device or browser within logged-in media like Facebook, Twitter, Google Search, YouTube, and (our favorite) email.
By combining your customer data with modern advertising technology, CRM Retargeting can complement any campaign so your brand can effectively:
1. Communicate with customers across all devices and channels
2. Connect offline data with online behavior to inform more relevant messaging and improved attribution.
3. Increase reach and frequency for improved performance
4. Respect customer privacy without sacrificing accuracy
Why use CRM retargeting?
CRM retargeting works essentially the same way as any other CRM campaign you might run, only instead of relying on customers opening your emails to deliver your message, you can proactively reach these exact customers wherever they are paying attention.
Here’s how it works
Marketers create email list segments using customer-specific offline, website, and behavioral data to inform the messaging goals. These segments are uploaded into a CRM Retargeting platform like Facebook Custom Audiences, Twitter’s Tailored Audience, or LiveIntent’s LiveAudience.
Now whenever a customer matching a specific segment logs into that platform, they will be served a specially tailored message meant just for them.
To learn more about CRM Retargeting, download our new CRM Retargeting Handbook here.