Crumble Cookies

In the fast-paced world of marketing, where trends are constantly shifting, Derek Saraiva, Director of Digital Marketing at Crumbl®, has successfully implemented a new marketing era through personalized tactics. With years of experience in the sector, Derek has revolutionized how companies like Crumbl approach their strategies, advocating for a more customer-centric approach rather than the traditional sales-driven model.

At the heart of Derek's vision lies a reimagining of the marketing model—often depicted as the inverted pyramid versus the upright pyramid. This model encapsulates a novel approach to budget allocation, diverging significantly from commonplace strategies. Derek's core belief is that the apex of marketing excellence is attained through a mastery of personalized marketing.

"I believe that customer relationship management (CRM) is now converting into customer data platforms (CDP), as that is more impactful to marketers. DATA is king in the future of marketing," Saraiva said.

He emphasized the importance of utilizing CDP as the primary source of truth for customer interactions. However, he noted that many companies either lack this resource or underutilize it, diminishing the potential of their marketing efforts.

"With years of experience in the sector, Derek has revolutionized how companies like Crumbl approach their strategies, advocating for a more customer-centric approach rather than the traditional sales-driven model."

In Derek's paradigm, he proposed that the bulk of marketing spending should be centralized within CRM/CDP, allowing marketers to make informed decisions on where and how to allocate these

resources.

"The key to successful marketing is speaking directly to the individual needs and preferences of the customer—whether it's the person who prefers doorstep delivery, curbside pickup, or in-store

experiences," he said. "Personalization has never been more critical in establishing a lasting connection with consumers."

In a radical departure from the status quo, Derek challenges the age-old strategy of constantly seeking new customers.

"The focus should shift towards investing more in existing loyal customers," Saraiva said.

While still following the traditional 70/20/10 approach—70% for tried and true channels, 20% for

emerging channels, and 10% for testing brand new platforms/programs—Derek proposes a shift in the bulk of the budget’s allocations. He suggested that out of the 70% allocated toward tried and true channels, a large portion should be invested into re-marketing toward existing customers based on their purchasing patterns and preferences. Most marketers typically spend this budget solely to acquire new customers, but Saraiva’s recommendation is to emphasize aligning marketing dollars with where their customers are in the marketing funnel. Such a method demonstrates a new and upcoming trend that Saraiva believes will benefit marketers everywhere.

"Throwing money into the void of new customer acquisition is an outdated and unsustainable approach," Saraiva said.

He asserts that the approach is unsustainable because customer acquisition costs continue to rise, and marketing tactics and strategies must evolve with the change. His experience and success working in the digital marketing department at Crumbl over the last two years serve as a testament to the effectiveness of his innovative strategies in action.

In a landscape where adaptability and innovation reign supreme, Derek Saraiva stands as a torchbearer, advocating for a transformative shift to bespoke marketing. His philosophy challenges the norm, propelling marketing into a new era where every dollar spent is a strategic investment in cultivating strong, enduring customer relationships.