what is CRM retargeting?
CRM Retargeting allows you to talk to your customers through online display advertising in the same way you communicate with them today by email and direct mail. CRM Retargeting allows marketers to leverage existing offline customer data, including emails/postals from a CRM, by helping them bring their CRM online. With the data now accessible online, marketers can now reach their same users through online displays ads – all with any preferred ad network or DSP.
By messaging users who have not just visited your brand recently, but through other channels as well, your brand keeps a consistent messaging strategy across all consumer touch-points.
Benefits of CRM Retargeting?
- Don’t just talk to people who have recently visited your website. Expand the scale of your retargeting program by adding your CRM database to your audience pool.
- Maximize your display advertising ROI with multichannel messaging
- Unify and personalize your consumer’s experiences with more relevant content and promotions.
Why is it so effective?
CRM Retargeting generates greater sales by keeping your brand front and center and bringing anyone in your CRM back; no matter what advertising channel they came through. Every time your customer sees your retargeting ads, your brand gains more traction and recognition and the consumer, no matter how many times you’ve interacted with them, has that “a-ha” moment where they see your Brand name and are intrigued. The high click-through rates and increased conversions that are typical with retargeting campaigns underscore the value of good branding and repeated exposure.
To learn more about CRM Retargeting, visit LiveRamp.
CRM Retargeting is becoming increasingly important for big brands like Ford and GM. Large car manufacturers are using CRM Retargeting to micro-target segments they wanted to build key brand identities with.
There is a very good case study that LiveRamp and Datalab USA put together on a Telco customer. Very interesting CTR increases and better brand awareness.
see:
CRM Retargeting Case Study
Our company is a big believer in CRM Retargeting. One great benefit is if you are running a direct mail campaign, you can CRM Retarget your direct mail recipients about 2 weeks ahead of time to prime them with your brand and message. Then, when they get the direct mail, you should see your response rates grow significantly.
There is something extremely powerful about CRM Retargeting and CRM Onboarding.
CRM Retargeting companies (like LiveRamp) onboard offline data to DMPs (like Aggregate Knowledge, BlueKai, Exelate, Lotame, etc.) and DSPs (like Invite Media, X+1, MediaMath, Turn, etc.).
Then you can use this (which originally came from an offline source) in your display campaigns and can manage it all in one place.
One other company doing something interesting with this is Retargeter.com … they are using offline data in sophisticated retargeting campaigns.
CRM Retargeting can be helpful in political campaigns. You can target specific voters with an informative message that helps them better understand the candidate. It is a cheaper and more effective (because of the repetitiveness) form of micro-targeting.
Here is a one pager on CRM Retargeting from LiveRamp. Please send us your feedback.
I think CRM Retargeting is a well written blog post and you do a complete job of posting unique information. Thom – http://www.ep2p4u.com
One thing we haven’t fully discussed: “CRM Retargeting” (also called CRM Onboarding, CRM Matching, and E-Mail Retargeting) also performs really well as a display campaign.
Beside for standard retargeting, display campaigns with CRM Retargeting will perform better than anything else (even buying highly targeted third-party data.
We’ve found the most effective form for display advertising (banners, mobile, video, etc.) is traditional retargeting. A close second is CRM Retargeting. And then everything else drops off from there (third-party data, relevant publishers, etc.).
CRM Retargeting has some complications (you need to send CRM data to a third party like LiveRamp so they can light up your cookie poll on your DSP), but it also has some big potential rewards (you can 2-3 times your retargeting cookie pool).
Is CRM Onboarding and CRM Retargeting and CRM Matching all the same thing? If not, what are the differences?
Also: can we do CRM Retargeting with a retargeting firm we are already using? Can we work with Criteo, Retargeter, and Adroll?
Hi Tug-
Yes they are the same thing–you can work with your existing platform to do CRM Retargeting. For more info, check out http://www.LiveRamp.com
Hi Tug,
I work for ReTargeter and yes, we work with LiveRamp and yes, you can launch a CRM retargeting campaign through us.
Don’t hesitate to reach out to us if you have any questions!
Caroline
Thank you. This site has been very informative for me to make decisions on how to run future campaigns with first-party data. We have not tried CRM Retargeting yet but I expect we will be doing it before the holiday season. Again: thanks!
Does anyone know if DataXu does CRM retargeting? are the equipped to do it? Are they synced with the right services?
Hey Jim–Yes, DataXu is one of our partners at LiveRamp. If you are working with them, we can work with you to do CRM Retargeting. You can email me at caitlin at liveramp.com if you have any questions.