JANUARY - FEBRUARYMARTECHOUTLOOK.COM9Content management systems (CMS) are a key component of DXPs. These software applications are critical for marketers to create, publish and store digital content in support of their overall web presence, including email marketing. I've found this technology to be especially useful in helping brands transition from the outdated model of brochure websites into the new multi-dimensional experience design supported by hyper-personalization.There are two main components to a content management system: a content management application (CMA) and a content delivery application (CDA). The CMA uses a graphical user interface for content design, creation and editing, while the CDA enables back-end delivery of content to customers and prospects once it's created. Some content management systems enable hyper-personalized one-to-one marketing, or the tailoring of content to individual recipients based on their unique characteristics.CRM and Digital MarketingCustomer relationship management (CRM) systems play a critical role in digital marketing. Using a CRM system makes it easier to collect, segment and store customer information that can be used to target consumers better. This, in turn, helps improve their digital experience by offering them products and services that are better tailored to their needs.CRM systems collect and store all different kinds of online inter activity compiled by a business. In some cases this includes not just user-inputted demographic data such as age, address, income and occupation but also information on past purchases, online activity and even hobbies and interests. Here's an example of how we used CRM in the banking industry. When the Paycheck Protection Program launched in 2020, this technology helped us create a seamless borrowing experience for our business customers. Using a CRM system, we were able to automate key steps in the loan and forgiveness processes to ensure we were providing support to our customers in real time during this unprecedent event.A CRM system also makes it easier to track key performance indicators (KPIs) and ensure delivery of ROI related to your digital marketing campaigns. These typically include metrics like cost per acquisition, customer lifetime value, social media engagement rate and brand mentions, and audience growth rate.Digital Marketing for Today and TomorrowAs much as digital marketing has changed over the past quarter-century, we can be sure that it will change at least this much again in the years to come. Right now, more digital natives are entering the workforce than at any other time in history. They are climbing the corporate ladder to make business and investment decisions.This makes now the time to devise digital marketing strategies that will serve your business' needs now and in the future. MTA CRM system also makes it easier to track key performance indicators (KPIs) and ensure delivery of ROI related to your digital marketing campaigns
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