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CRM and the Digital Marketing

Without a doubt, digital commerce has been growing more and more, due to its practicality and ease of purchase, where the consumer himself has the freedom to browse the store and place his order at any time, without restrictions on days and times.

Because of that, many entrepreneurs started to invest in digital media and with that, several strategies started to complement the digital marketing of each one of the companies. A great example is CRM.

Want to know more about the subject? Be sure to read on!

What is CRM?

CRM (Customer Relationship Management) is nothing more than a complete management system around the sales process. In it, the customer is seen as the main focus and center of actions, making the tool seek to centralize all the information that surrounds its consumers and the contact that the brand has with each of the buyers.

Marketing CRM vs Sales CRM

When the subject revolves around this system, it is necessary to separate two terms that generate a lot of confusion, the Marketing and Sales CRM. Understand better about them:

The Marketing system is also well known as a marketing automation platform, considering that it is totally focused on the means of attracting customers and leads. This model is full of features, which can range from posting posts on social media, email marketing, reports and many others.

Sales is the model that helps increase the company's sales. It is software aimed at the commercial process, which is usually carried out after creating a relationship with the consumer. Their functions can range from registering customers, creating funnels and leads.

CRM Benefits

The platform can offer different types of benefits for your business. See what they are:

1 – Centralizes the information:

When your company is growing, it becomes essential to maintain an information center. Thus, it is possible for employees to be able to deal with several customers without losing the quality of service. In addition, the data is available to all employees in the sector at the same time, so there are no gaps in communication;

2 – Align all teams:

As previously mentioned, the exchange of information is necessary, but with a management system it starts not to depend only on human communication, which can often lead to failures. In this way, the platform aligns different sectors and leaves no data to be desired;

3 – Anticipates demand:

Due to the purchase history of a particular customer, it becomes much easier to meet their needs without them even asking. Thus, the company shows itself to be trustworthy and, above all, as a solution;

4 – Optimizes time:

With all the information available in an organized manner, time becomes an ally for employees. Furthermore, it is possible to automate tasks and speed up work in a fully efficient way.

4 types of data to have in your CRM

There are different data that can be stored in a CRM system. However, we will list the main ones here:

1 – Identity data:

They are those that aim to improve the identification of each customer and their contacts, such as name, address, email, telephone, social media, date of birth and others;

2 – Descriptive data:

Include the customer's lifestyle. Thus, it is possible to make more personal contacts and, on top of that, it offers a broad view. For example, details about career, education, family and general interests;

3 – Quantitative data:

As the name implies, they are those that involve numbers and quantities. Information can range from how many purchases the contact made, the amounts spent, how often the customer visits your site, and many other things;

4 – Qualitative data:

They are those that aim to inform about the attitudes, behaviors and motivations of your contact regarding your purchase decisions. Typically, this data is obtained through feedback and surveys.

Tips for using CRM in your strategy

Now that you're on the subject, it's only fair to acquire some tips on how to use CRM in your digital marketing strategy, right? Check out:

1 – Create a customer-focused culture:

As CRM is customer-facing, your strategy also needs to have the same intent. Focus on consumer needs rather than product features;

2 – Follow the purchase journey:

The journey is nothing more than the entire process that a potential customer goes through to actually buy your product. So, with CRM, it's possible to assess all the steps, the consumer's behavior and the channels he accesses;

3 – Find ways to increase revenue:

Because CRM is a great source of information around your customers' habits and preferences, you can find greater profit opportunities.


If you want to facilitate your work environment and all business processes that are linked to the customer, you, without a doubt, should bet on a CRM!


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