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!
"groobee" Recommendation! Setting up a CRM campaign that is resistant to recession
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.
Set up an offsite (app push, Kakao Friend Talk, etc.) campaign in time for the repurchase cycle to arrive.
Manage the frequency of sending messages to avoid increasing customer fatigue.
|
| ② a small customer |
Extract customer segments with one order within the last 3 months.
Set up a highly attractive off-site campaign for this group of customers to visit more often.
At this time, the more diverse the campaign copy and design draft is, the better.
A/B tests to discover high-quality materials and continuously improve materials.
|
| 2️⃣ Retargeting |
① Campaign Response Customer |
Retarget customers who click banners, etc. in a specific campaign.
Re-expose relevant products to customers who have not purchased them among campaign response customers,
Expose the purchased customers with complementary products that are good to use with the purchased products.
|
| ② Product Recommendation Response Customer |
Retarget customers who click on the product recommendation campaign.
You can re-recommend products similar to click products.
You can also let us know the changed information (re-stocking, imminent out of stock, additional discounts) of the click product.
|
| 3️⃣ Communicate with customers |
① revisiting customers |
Show your welcome to our frequent customers!
Ex) Setting banner exposure triggers for more than two visits in the last month
You can provide a good experience with a light and friendly message that recognizes customers who visit frequently.
|
| ② Customers to guide benefits |
Please let me know 'first' the benefits you may be missing.
Just taking care of your customers so that they don't lose money will not only impress them, but it will also have a conversion effect.
Ex) App installation benefits, login events, mileage expiration notifications, review benefits, etc
|
| 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.
Introduce related exhibitions to customer groups who have been highly responsive to promotions in the past.
|
| 5️⃣ Securing Loyal Customers |
① RFM* VIP |
Among marketing tools, there is a function that automatically classifies customer groups according to RFM standards.
groobee also automatically classifies the customer group into 10 segments based on RFM.
Events and messaging are needed only for 'VIP groups' with frequent visits and high purchases. This is because we can form a loyal customer base who loves the brand by actively communicating with them.
It is also important to quickly catch customers who need management, such as "potential VIP" and "VIP of concern for departure" provided by groobee.
Don't miss out on outstanding customers who paid a big price for our brand!
|
| ② High probability of purchasing |
groobee AI predicts the possibility of purchase by calculating the purchasing tendency and willingness of customers visiting the site.
Marketers can extract the number of customers in a group with a high probability of purchasing by selecting a percentage section. In addition to calculating the scope of the campaign according to the budget, we can send a message to customers who are likely to switch. You can estimate the number of target customers in advance, so you can use the campaign cost cheaply.
|
*RFM : Segment based on customer's recent visits, frequency of visits, and purchase amount
Best Alternative for 2025, Why It's Still CRM Marketing
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.
In 2025, Marketers Still Have to Fight Recession
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
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