Marketing CRMs track digital interactions on websites and social media, send automated emails based on sales readiness, and so much more. They’re undoubtedly a necessity of every business to nurture leads, retain clients, and everything in-between. Moving beyond utilizing the basics of the software, what’s in store for the marketing CRM in 2022?
For a couple of years now, we’ve been talking about how subscription revenue is more stable than advertising revenue and chronicling the rush to reader-pays models… So why are we doing a dedicated Media Moments advertising chapter for 2021? Well, the scale of the ad recovery last year was pretty remarkable. Growth after the COVID crisis crushed 2020 ad sales was to be expected – the only way was up. But the numbers are impressive.
There are many things advertisers don’t know about how cookies — the backbone of programmatic advertising — work. One of them being how they’re obtained. It turns out pretty sneakily on occasion. According to a recent audit, a large number of cookies used to target audiences on the 1,000 biggest publishers in Europe are done so without the consent of the person who would see the ad — a problem because this shouldn’t be happening since the arrival of a wide-ranging privacy law four years ago.
Using a CRM for ad sales management is a fantastic step in fixing one of the biggest problems that ails publications. But using it for that reason alone is like using your smartphone just to make calls — you’re missing out on so much more! According to one report, 43% of CRM users use less than half of the features that their CRM offers … and I’d say that number is conservative. And no matter if that comes down to difficulty in understanding the system or ignorance as to all its capabilities, it’s an issue worth addressing if only because there’s so much potential on the other side.
