CPG brands have had an off-and-on relationship with CRM and loyalty marketing over the years. Every brand attracts loyalists. Most brands fantasize about identifying, motivating and rewarding them since they buy more, buy more often and tell everyone they know about the brands they love. Every so often CRM becomes the flavor of the year in CPGland.
If you pay attention, you can begin to see Facebook’s ad sales strategy coming together. The announcement that Facebook is buying Atlas from Microsoft comes on the heels of Facebook’s announcement of big data alliances. The pieces of Facebook’s future advertising juggernaut are emerging.
There’s a lot of talk about social CRM but much less action. The idea of mining social media to develop one-to-one relationships, curry favor with customers and prospects and develop loyalty is a seductive illusion. The reality is that very few companies have a clear understanding of what social CRM is, why they need it or why they should invest in the time, energy or technology to make it happen.
Facebook has to build a better case for ad sales. It looks like alliances with big data suppliers like Epsilon, Acxiom and Datalogix are a key part of the strategy, according to Ad Age.The operative theory is that more precise targeting yields better results and higher customer satisfaction.