Spending on smartphones, meanwhile, continues to climb at a rapid clip, as companies like Macy's and Target have poured money into improving their mobile apps. And as bricks-and-mortar retail traffic continues to fall, some retailers are now trying to find ways to use their apps to lure shoppers back to stores, where sales are typically more profitable. Walmart, as one example, has added store maps to its app ahead of the holidays, letting customers pinpoint exactly where an item is and plot out their trips before they arrive.
Marketing automation and customer relationship management systems are two different platforms. But they undeniably work together. CRMs manage customer data. Although you can have a CRM without marketing automation, marketing automation cannot exist without a CRM, according to Davis. The CRM serves as the central database for marketing automation. It’s where all the information is stored for each contact along their customer journey, he added. “It also allows multiple people, across multiple departments within your organization to remain synced up with the current state of the contact to ensure consistency in communicating,” Davis said.
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