AdTech Meets MarTech: Using Email to Deliver Precise Personalization
For many companies, customer acquisition and customer retention seem to exist in two separate vacuums. The advertising and lead gen functions happen on one side of the marketing house, while the customer relationship nurturing happens on the other.
Bringing the two together has long been recognized as a tremendous opportunity, but also a problem, especially across channels. With ads targeted based on cookies and devices, there’s been no reliable way to link new incoming clicks and leads to existing CRM data, until the lead actually converts. And thus, marketers have missed a valuable opportunity to learn about potential customers’ interests and intentions until they’ve officially made a purchase.
It’s even more complicated on social platforms and mobile apps. Lacking any authentic way to engage with potential leads, marketers’ only option is retargeting—continually hitting the same leads with ads until they (hopefully) convert. Only then can they begin monitoring and leveraging behavioral data to refine personalization with accurate relevancy.