Over the past few years, the CRM Marketing field has significantly transformed. Gone are the days when CRM was just about sending generic newsletters and promotional emails to a mass audience. Today, CRM has become a highly technical field that relies on data-driven insights, advanced analytics, artificial intelligence, and machine learning to provide personalized experiences to customers.
As we look to the future of CRM, it’s clear that new technologies and evolving customer behaviors will continue to shape the landscape. To stay ahead of the curve, businesses must adapt to these changes and embrace new approaches to customer engagement. Here are three trends we expect to see in the world of CRM digital marketing in 2023.
In 2023, hyper-personalization will not only continue to be an essential topic, but it will also be the year where this trend will be consolidated, becoming the new norm for any business that wants to engage with its user base. This will require businesses to invest in advanced data analytics tools and machine learning algorithms to gather and interpret customer data.
Moreover, hyper-personalization will require data analytics tools and businesses to create different messaging for each user persona and tailor content based on each user’s behavior in the app or platform. To achieve this level of personalization, businesses will need to leverage dynamic content within their campaign templates.
Dynamic content allows CRM digital marketing teams to create campaigns with varying content elements, such as images, text, and call-to-action, that change based on the customer’s preferences, behaviors, and characteristics. This approach ensures maximum efficiency in the execution of complex campaigns, leading to higher engagement and conversion rates.
At cargo.one, we are already taking this direction by implementing hyper-personalized campaigns with dynamic content. By doing so, we have seen an increased engagement and conversion rate with our tailored messaging. We have realized that personalization is key to building strong and lasting relationships with our customers.
Through hyper-personalization, we can provide the right message to the right customer at the right time, translating into a better user experience and, ultimately, higher customer loyalty.
In summary, hyper-personalization is about using data analytics tools and machine learning algorithms to gather and interpret customer data and then create tailored messaging and content for each user persona and behavior.
Implementing hyper-personalized campaigns with dynamic content is essential for maximum efficiency and higher engagement and conversion rates. At cargo.one, we have already seen the benefits of this approach and believe that hyper-personalization will become the new norm in the world of CRM digital marketing in 2023.
2. Artificial Intelligence
In 2023, we expect to see businesses increasingly leverage the power of AI in their CRM strategies. From advanced data analytics to predictive modeling, AI will offer a wide range of tools to help companies deliver a more personalized and successful customer experience.
One of the most visible manifestations of this trend will be the integration of AI in chatbots or CRM channels like Whatsapp, Telegram, or SMS, providing a much more personalized experience to customers by creating a dialogue with them and offering targeted recommendations based on their behaviors.
Chatbots will also provide businesses with valuable insights into customer interactions, enabling them to understand customer needs better and create more effective email marketing campaigns.
But chatbots are just one example of how AI can transform CRM. There are many other ways. For example, an expected trend is using AI to analyze customer data and segment their audience based on behaviors and preferences for CRM-segmented campaigns.
3. Predictive Modelling
Even though this has been an increasing trend in the past years, it is expected to see more and more businesses adopting this during 2023 to ensure they are able to anticipate what the user will need or do, providing a successful experience.
For example, by using predictive modeling, companies will be able to reduce their reactivation efforts through CRM, being able to focus more on preventing churn from happening.
This churn prevention can be done by analyzing the historical data from churned users and their characteristics and behavior, allowing businesses to identify similar profiles early in the funnel and take the right measures to maximize engagement and build churn prevention flows through CRM.
Another way businesses are utilizing predictive modeling is by identifying the most profitable customers and prioritizing them for targeted marketing campaigns. Companies can allocate their marketing resources more efficiently and effectively by using predictive analytics to determine which customers will most likely convert.
In addition, predictive modeling can also be used to improve lead scoring, allowing teams to identify high-quality leads and prioritize their follow-up efforts accordingly. With the increased adoption of AI and machine learning in CRM digital marketing, predictive modeling will become an even more critical tool for businesses to stay competitive in 2023 and beyond.
4. User Generated Content (UGC)
In recent years, the rise of social media and digital marketing has created an environment where consumers are constantly bombarded with advertisements and branded content. As a result, people have become more skeptical and discerning about the information they consume, including the advertising messages they encounter.
With so many brands vying for attention, consumers have developed a kind of advertising “radar” that allows them to identify inauthentic or insincere marketing efforts quickly. This is where user-generated content comes in. It can take many forms, such as customer reviews, social media posts, photos, videos, and more.
The value of this type of user content lies in its authenticity and the fact that it comes directly from real customers rather than being manufactured or staged by a brand, providing a way for brands to feel authentic and relatable.
For example, Airbnb includes customer reviews and testimonials in their email campaigns to promote their experiences and accommodations. By highlighting real-life experiences and positive reviews, they are able to build trust with potential customers and drive bookings.
In 2021, VSCO launched a user-generated campaign called “Crop for a Cause” to raise awareness and funds for mental health initiatives. Users were invited to submit their own photos on Instagram using the hashtag #CropForACause, and VSCO pledged to donate $10 for every photo submitted, up to $30,000.
The campaign encouraged user-generated content and promoted the brand values about mental health and well-being. It also created a sense of community and social impact among VSCO users. By the end of the campaign, VSCO had received over 10,000 submissions and reached its $30,000 donation goal.
At Cargo.one, we have been incorporating user-generated content more and more across our different marketing channels, allowing us to highly increase our engagement rates as well as build a stronger relationship with our audience based on authenticity.
As we move into 2023, we can expect to see more businesses using customer reviews, testimonials, and user-generated images in their email campaigns to add credibility to their marketing messages.