CRM, Content and Consumer Loyalty are the Future for Brands: Digitas Amy Lanzi Beet.TV [Video]

SAN JUAN, PR – As brands navigate an increasingly competitive commerce landscape, the integration of customer relationship management (CRM) and commerce is emerging as a key strategy. Speaking at the Beet Retreat San Juan, Amy Lanzi, chief executive at Publicis Groupe’s Digitas North America, emphasized the importance of fostering long-term consumer loyalty through content and cross-channel investment.

“I love the question about the convergence of CRM and commerce. Simply put, that’s how we move consumers from ‘like’ to ‘love’ to ‘loyalty.’ It’s very expensive to continuously recruit consumers, so bringing them into your ecosystem makes it more affordable and drives lifetime customer value,” Lanzi said in an interview with Beet.TV.

One key strategy brands are leveraging is connected content, which allows businesses to build authentic relationships with consumers.

“We talk a lot about connected content—recruiting consumers with an authentic story, then reinforcing that relationship with relevant content,” Lanzi said. “This blurs …