Moments create relationships—ads do not
Relationships live through moments—whether it’s a relationship between people or between brand and customer. The first date is crucial. But every subsequent moment is too. Because added up, these moments define how your brand is perceived and whether customers will stay or churn.
Creating good moments can be challenging. Marketers need to know as much as possible about their clientele as possible to be able to react swiftly with relevant content while accounting for individual needs and preferences. Ideally, brands are a companion for their customers, someone they like to hear from because they create feel-good moments: We love when someone knows our peculiarities and accounts for them, when someone helps us in just the right moment, or simply to know someone is available when we are in need. CRM should be about creating these moments. They are what customers will remember. They are the relationship to your customers.
To orchestrate moments across all channels, companies need to be savvy in handling customer data and managing campaigns across channels. In this year’s OMR Masterclass, our founders, Manuel Hinz and Dr. Markus Wuebben, explain how to get there. In a deep dive, they analyze and assess current trends in CRM and marketing as listed in Gartner’s Hype Cycle for Digital Marketing and Advertising. They show how to cope with the ever-increasing requirements and how to exploit today’s innovations in marketing technology. Besides, special guest David Raab, founder of the CDP Institute, explains why customer data platforms (CDPs) are the way to go when you need to handle customer data in a cross-channel world. Together with David Raab, we recently established the European subsidiary of the institute.
OMR Masterclass Video