“The modern marketer is an experimenter, a lover of data, a content creator, a justifier of ROI” – Kim Walsh
Close Range Marketing (CRM) is one type of marketing that most people know nothing about. It is a pretty new marketing form which uses Bluetooth-enabled or Wi-Fi enabled devices, CRM works because it targets clients that are located near a company’s store, and thus are more likely to respond to a call-to-action.
Such as smart phones allow companies to advertise and send promotions directly to consumers that are potentially interested in what is being promoted. Stores send consumers text messages offering discounts for certain goods or services. If they respond with a “yes,” they give the company permission to send out more messages with special offers. These messages and discounts are a form of close-range marketing
However, the marketing professionals will be careful since overusing the techniques can lead towards problems. Such situations occur, when a business sends messages too frequently, forcing the customers to unsubscribe and never return to the store. Thus, instead of acquiring an active buyer, the enterprise loses an occasional one.
Who uses Close Range marketing?
Both big and small companies can implement effective close range marketing strategies and gain significant benefits for them. However, this type of marketing can only be used by those enterprises that operate in a physical space.
Other establishments that can take advantage of this marketing type include:
Bars
Restaurants
Banks
Night Clubs
Gas Stations
Theatres
Universities
Hotels
Stadiums and Concert Halls
Regardless of the industry it’s being used in, the primary goal of a close range marketing campaign is to increase the customer’s interest in a company’s product and encourage him to make a purchase.
8 reasons why CRM marketing will matter for retailers in 2021:
Consumers will be engaged through their mobile devices within a defined range, so it is ideal for malls, department stores, retail outlets and locations with pass-by-foot traffic.
Bluetooth-signal based means that retailers can send information to consumers who are already primed and willing to receive content, i.e., coupons, videos, movies and music in rich detail to anyone within that range, at no cost to the recipient because there is no interaction through mobile carriers.
Retailers can integrate with their digital signage networks in specific locations and broadcast ads to mobile devices to enhance mindshare and distribute advertising digitally.
Retailers can record all devices identified and messaged, and record which ads/messages are being accepted or rejected by shoppers. Data is kept for review and future use, to improve advertising effectiveness.
Unlike traditional advertising, CRM marketing is done in real-time; retailers can manage and measure their campaigns immediately.
It is inexpensive as retailers avoid having to pay carriers to deliver their marketing messages, and they can simultaneously gather customer data that no one else can.
It makes mobile messaging in any location or application measurable and accountable instantly.
It is effective by identifying and messaging thousands of phones in a matter of hours.
What Type of Careers Work with Close Range Marketing?
Another interesting aspect of this marketing approach is that it opens several career opportunities for individuals that work in the marketing industry. Thus, the most highly-demanded positions include:
Mobile marketing manager
An employee that is responsible for supervising all activities related to a company’s mobile marketing campaigns. Additionally, a mobile marketing manager is tasked with generating new ideas, staying aware of any innovations in the wireless technology industry, and ensuring the success of existing close range campaigns.
Account Manager
A worker assigned to customer support. In relation to close range marketing, such employees are responsible for notifying customers about any changes in how the company’s messaging system works and answering any questions they may have.
Marketing Specialist
An employee whose purpose is to develop and implement marketing programs, which include the organization’s close range marketing plans. Additionally, he may be responsible for collecting data from competitors and analyzing how the company’s own campaigns can be improved based on the gathered information.
Advantages and disadvantages of CRM
PLEASE LEAVE YOUR VALUEABLE COMMENT OR ANY SUGGESTION TO IMPROVE MY CONTENT :
Comentarios