The marketing game is constantly evolving. New data batches across the Internet have made collecting client and customer data a lot easier, and this can be used to target marketing at specific audiences, according to their likes, generation, occupation et cetera. This approach is called a CRM – Customer Relationship Management.

Customer Relationship Management is especially effective because it gives people what they want to see. For example, if you have an audience that likes football, you can target them specifically by referencing football in your marketing.

Perhaps the best thing about data is that it gives marketing companies the chance to make lookalike audiences so that they can make their marketing as effective as possible. A lookalike audience is an audience which can be easily created with an algorithm or software that mimics another group, most likely a demographic which a company is seeking to market to, in this case.

If you start with collecting the basic data, that’s a great platform from which to build. For example, just start by collecting phone numbers, addresses, email addresses and more basic information like that. Less really is more with marketing. If you have a home address and a birthday of a customer, you can then send them a birthday card.

There is a fine line though. If you begin to collect too much data on your customers, many may find this disturbing and could be deterred from buying the product as a result. Don’t use targeted marketing with information that customers probably wouldn’t expect you to know.

Once you have the data, you can target customers with direct mail. This is especially helpful when targeting lapsed customers (customers who haven’t bought anything for a set amount of time) so that you can remind them about your product and potentially tempt them back into business with your brand.

Even if you’re not a data-centred company, collecting data can never hurt. If you collect it, chances are that you’ll have it when you need it, which can only be a positive thing when it comes to business.

But where can this data be stored? Well, you may choose to put it into a notebook, or use Excel, but neither of these are especially safe ways of storing data, and they must be constantly checked to ensure that the data is kept secure. MailChimp and Hubspot are two great ways of storing customer information – although they are primarily email marketing platforms, they also serve as handy CRM’s.

Make CRM’s fuel your marketing today, before you get left behind tomorrow.