For years, the CRM has been relegated to the background. An animation tool, useful but discreet, behind the great maneuvers of digital acquisition. Google Ads, Facebook, Tiktok … This is where brands were betting their budgets, their efforts, their growth.
But in 2025, the equation changed. The acquisition cost exploded. Triple observed in several sectors. The channels are saturated, the conversion rates are expanding, third -party cookies disappear. And in the midst of this budgetary tension, a simple truth is essential, existing customers are more profitable than prospects. And they are already there.
It is this awareness that brings the CRM back to the front of the stage. No more use it as a simple emailing tool. It becomes a central platform, a strategic lever, a profitability engine. Customer data no longer sleeps in poorly exploited files, they are activated, they orchestrate, they trigger messages at the right time, on the right channel, with the right value.
Brands rediscover that loyalty can be piloted. That retention is worked. And that it is time to stop neglecting this capital, however captured at great cost.
But this return in strength is accompanied by an in -depth transformation. Today’s CRM no longer resembles that of 2015. It is no longer limited to weekly email. He orchestrates email, SMS, Whatsapp, Push, Mobile Wallets. It unifies the data from the site, the application, the physical store, the after -sales service. It segments, automation, personalized. And above all, he measures.
This new complexity could have removed it from the marketing teams. But the opposite occurs. Because modern CRM solutions have learned to remain accessible. Not to demand a doctorate in data to create a campaign. They embark more and more artificial intelligence. Not to replace the teams. To assist them. AI suggests segments, optimizes shipments, writes messages, anticipates behavior. The marketer becomes an increased strategist.
This evolution also questions the way in which brands structure their tools. For years, the trend was stacking: a tool for email, another for loyalty, a third for data. Today is the opposite. The movement towards unified platforms is accelerating. Not to centralize everything in principle, but because complexity requires consistency. Because each technical disconnection becomes an operational friction.
And especially because the brands want to regain control. On their data. On their journeys. On their customer relationship.
This tilting is more than a cycle effect. He marks a change of course in digital marketing. It is no longer the age of the exhibition. It is that of relevance. It is that of continuous conversation. It is that of constructed, not hoped for loyalty.
