Email and Social Media Marketing: Making CRM Data Actionable

The key is the power of today’s social media APIs (Facebook, Instagram, Twitter, Pinterest, etc.), which allow targeting by email address instead of strictly using lookalike models based on attributes.


Brands are being sold the promise of omni-channel marketing. With a top-notch omni-channel platform/provider and minimal effort (self-service!), we are told that we will be able to converse with our target customer (let’s call her “Jane”) as she snaps a picture of our latest product on her phone, researches it online, goes to our website, is retargeted across the web (desktop and mobile), is linked with us on social media, and is ultimately moved down a sales funnel until the purchase is made.

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