Over the next few weeks, we’ll be highlighting the various audience segments that make up what we refer to as Anonymous CRM audiences. On average, 40-80% of a company’s sales are driven from the Anonymous CRM segments we’ll be focusing on. One of the largest segments are the consumers who visit brick & mortar locations and purchase, but decide not to identify themselves or join a CRM. In many cases, these are repeat customers who may have been engaged with a brand for years, yet because they’re not opting in to receive information from the company or somehow identifying themselves for future marketing, marketers struggle with building an ongoing relationship with them.
Undoubtedly, companies are aware these segments exist, but they lack the insights and tools that allow them to target these segments with relevant offers/information when and where it has the most impact. Historically, mass media vehicles such as TV, radio, outdoor and non-targeted online display are used in hopes that by taking a spray-and-pray approach, they’ll reach these consumers. The problem with this is that there’s no guarantee they’ll reach them and the costs for this type of approach are significant. Not to mention that ROI tracking is extremely difficult, if not impossible through these mass-channel tactics.
As the Anonymous CRM company, AcquireWeb has built technology that allows marketers to not only understand who these consumers are, but build the linkage to allow marketers to engage with them across email, social and display channels on the appropriate device. Technology that will help achieve more efficiency and drive more effectiveness by targeting the Anonymous CRM audiences who have engaged and shown intent.