With privacy laws like GDPR in the eu and the California Consumer Privacy Act (CCPA) in California, together with a stronger focus on privacy in software updates like iOS 14.5 and the new privacy sandbox on Android, the marketing landscape has changed quite a bit. And this is something that will continue to evolve over the coming months and years.
These privacy laws and software updates largely prevent marketers from using 3rd party data for their campaigns. This privacy-first world means that it’s important that you as a company are the owner of your marketing data, now more than ever. You want to get to know your customers so that you can market to them in a timely manner and with the right, relevant information for them.
One of the tools we have to make this happen is a well-structured CRM system with clean data. By making sure you have relevant and up-to-date data on your customers, you can market to them at-scale like never before. Using a tool like HubSpot Marketing Hub makes this process even easier by giving you all the tools you need in one place.
As a very technology oriented HubSpot Marketing & Growth consultant, creating the connection between technology and customer experience is one of my main specialties.
Let’s say you are the marketing manager at a luxury hotel. You can inquire about any special occasion for your guest’s visit and ask about their interest so you can give them recommendations tailored to them. By registering this data in your CRM system you can then setup automated emails to be send to your guests based on this information. For example just a couple of days before your guests arrival.
And instead of manually going through these, you can just set it up once to then use it at scale. Updating the flow whenever it’s needed.
This information can then also be used to send relevant marketing emails in the future. Let’s say your guests told you that they love art. Next time there are some new art expositions in the neighborhood of your hotel, you can send out an email about this to all guests specifically interested in art. This way you can inspire them to bring another visit to your hotel, all while building a highly personalized experience. The personalized experience people have grown to expect these days, even in a privacy-first world.
Want to learn more about what’s possible? Use the button below to schedule a free assessment call with me.