2025.01.14
For marketers who are pressed for a tight time as much as a limited budget, this content has pulled the core content forward and left behind the overall background. From CRM (Customer Relationship Management) marketing campaign practical strategies to the utility of CRM and the background of CRM, we've organized it in reverse order, so choose what you need!
PLATEER's AI personalized martech solution 'groobee' offers a variety of campaign scenarios for customers who first introduced Groobee. Among the 30 on-site campaign scenarios, I will briefly reveal five types of CRM campaigns that are essential for 2025 when the economy is expected to slow down. Even if you are not a groobee-using company, try setting up your campaign using the marketing solution you are currently using!
| Type of campaign | Segment | Campaign Setting Details |
| 1️⃣ inducement of repurchase | ① a frequent customer |
Extract customer segments with more than two orders within the last 3 months. |
| ② a small customer |
Extract customer segments with one order within the last 3 months. |
|
| 2️⃣ Retargeting | ① Campaign Response Customer |
Retarget customers who click banners, etc. in a specific campaign. |
| ② Product Recommendation Response Customer |
Retarget customers who click on the product recommendation campaign. |
|
| 3️⃣ Communicate with customers | ① revisiting customers |
Show your welcome to our frequent customers! |
| ② Customers to guide benefits |
Please let me know 'first' the benefits you may be missing. |
|
| 4️⃣ Product recommendation | ① Brand/Product Name Targeting | We recommend customized products to customers who have clicked on a particular brand or product more than n times, but have not purchased it. |
| ② Seasonal Targeting |
Extract target segments to react sensitively to specific times such as holidays, graduation, admission, and vacation. |
|
| 5️⃣ Securing Loyal Customers | ① RFM* VIP |
Among marketing tools, there is a function that automatically classifies customer groups according to RFM standards.
|
| ② High probability of purchasing |
groobee AI predicts the possibility of purchase by calculating the purchasing tendency and willingness of customers visiting the site. |
*RFM : Segment based on customer's recent visits, frequency of visits, and purchase amount
CRM marketing is the best marketing strategy to maximize marketing performance at a low cost. This strategy aims to increase customer retention and revenue through customer interaction by effectively managing existing customers. There are three main reasons for this strategy.
① Cost less than attracting new customers
Data 1) published by Harvard Business Review shows that attracting new customers can be as much as five to 25 times the cost of retaining existing customers. It takes a lot of money to create one new customer. CRM is a strategy to strengthen relationships with existing customers. It encourages revisiting and repurchasing by building trust with existing customers. Because customers already have enough awareness and favorability of the brand, the persuasion process can be shortened and you can expect a faster and more active purchase transition compared to new customers.
② Maximize customer lifetime value
CRM is a strategy that maximizes the customer's lifetime value (LTV). It is about predicting the customer's purchase cycle and the possibility of repurchases, and creating continuous revenue through strategies tailored to them. According to Report 2) released by Bain & Company, for every 5% retention rate increase of existing customers, the company's profits increase from a minimum of 25% to a maximum of 95%. In fact, when looking at data from Groovy's customers, existing customers account for about 80% of e-commerce company sales.
③ Synergy of Loyal Customers
CRM is a strategy that turns customers into "enthusiastic fans" rather than just buyers. Customers who become fans of the brand react differently to the same message. They welcome news of brand new products and are active in participating in the event. What's most surprising is that loyal customers willingly and voluntarily recommend the brand to their acquaintances. A study found that 81% of consumers trust the recommendations of their family members and friends. Loyal customers become unofficial salespeople of the brand and play a role in bringing in new customers.
Korea's Consumer Price Index (CPI)4 has increased by about 14 percent over the past five years. If we could have started a household with a living expenses of W2 million five years ago, now we need to spend W300,000 more to maintain the same level. As prices rise year by year, real purchasing power of customers is reduced. So, what is the situation of the business?
Let's take a look at the trends in the marketing budget of companies around the world announced by Gartner, a global company that provides advisory services in the business sector. Apart from 2021, when COVID-19 severely restricted companies' marketing activities, we can see that the average marketing budget continues to decline from 2020 to 2024. In 2020, companies that allocated 11% of their sales to marketing budgets have significantly reduced to 7.7% in 2024.
As a result, customers' wallets are closing more and more, and their available marketing budgets are shrinking. Marketers suffer from the double whammy of melting customers' frozen hearts and achieving high efficiency on a small budget. PLATEER will support you in a year where you can achieve low-cost, high-efficiency performance by placing your CRM campaign in the right place.
1) The Value of Keeping the Right Customers
2) Prescription for cutting costs
3) Hubspot, 2018
4) consumer price index
