Digital marketing is a huge subject and getting to grips with platforms like customer relationship management, or content management systems can take time as you move from traditional marketing to digital marketing. Gaining platform expertise is a fast moving target. Channels come and go and are the darling of the marketing world one month, and out of favour the next. There are a few commonalities however that cross all platforms which broadly cover a range of functionality. At a high level, here are the three main platforms that you will encounter in digital marketing on a day-to-day basis
Customer relationship management platform (CRM)
Customer relationship management platforms have existed for many years. They are mainly focused on serving the customer in support issues. The sales team keep details of their prospects, leads and customers to help them manage relationships with potential customers. In support teams CRM platforms are used to gather statistics on which products or services generate the most customer complaints, and how long issues take to get resolved. Before the advent of web 2.0 – the interactive web – CRM systems centred around phone calls and postal mail. Today they integrate with live chat and email systems, and social media platforms.
The strength of CRM systems are their ability to collate data for analysis and automate some functions such as adding AI chatbots to resolve simple customer questions. If a business is not consistent with recording accurate contact information and records, the CRM system will not help the marketer. The CRM could be configured to measure certain details which means cross referencing, certain reports with results captured in other systems. A spreadsheet could help you significantly in tying these insights together.
Content management system (CMS)
The content management system is used to publish content, manage, schedule it, and organize it for end users. They initially became popular as blogging platforms became important to the business. In enterprises, corporate bloggers needed systems that would store text, video, sounds, images, and other assets. They also included workflow management such as scheduling and had a direct connection to the channel in which they were publishing.
Content management systems often have features that assist the administrators of such systems. There are tools to change the appearance of a blog or schedule when a blog post will appear. It also can incorporate spam detection and blocking tools, or anti-hacking features. It could also incorporate multi-user options, so that the publisher of the content may enlist moderators to help handle the steady stream of comments from Internet visitors.
Social or sharing platform
Social or sharing platforms are software systems designed in order to promote or share content from users to each other, and encourage online conversation between users. Generally their features tend to include:
A user profile with privacy settings, so that the user can control who sees the content. The online identity of the user can be carefully crafted to suit your marketing goals (think of the Compare the Market Meerkat social profile of Alexandr Orlov)
A composing or editing feature, that allows the user to create the content, edit it, upload it, and then share it with other users.
The ability to share content. This could be controlled by the platform or by the user, and allows user-created content to be seen by other online users.
Larger platforms can include a component that enables advertising and promotion of content
Social channels and their advertising capabilities are central tools for marketing efforts which means that marketers need to be cognisant of the platform in order to use the platforms effectively. You need to make certain that you choose the right channel to get you the best online reach.