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Integrated Media must adopt CRM principles to drive the Total Customer Experience

Integrated Media must adopt CRM principles to drive the Total Customer Experience

For the majority of brands, media acts as a key communication touchpoint for their customers. However, all too frequently media channels are configured solely with the purpose of acquiring new customers and they sit in isolation of wider comms strategies. Consumers don’t see it that way. They believe that every interaction they have with a brand is part of their total customer experience – and that includes digital media.

Given the ever-growing Martech and Adtech landscape, all businesses need to adopt a more personal approach to media, enabled by data. Only by adopting this approach (more traditionally associated with CRM and Direct Marketing) in your media activation can you really start to deliver a coherent and consistent experience for the customer.


In this paper, you will discover:

  • The importance of personalised media in driving the total customer experience
  • Why you should embed CRM principles in your media strategy
  • How a joined-up data approach will set your brand’s media apart
CRM Whitepaper


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