The world of marketing is changing dramatically with the emergence of three phenomena: the digitization of media, the propagation of social media networks, and the capability of consumers to access media at any time and from any place. In Connected CRM, David S. Williams describes how marketers are reacting with data-fueled, digital customer strategies and transformative business models. This approach is called connected customer relationship management (cCRM) and it uses customer knowledge to formulate and deliver the brand experiences that customers want. The cCRM approach combines enterprise segmentation that reinforces customer strategy, a combined targeting and customization effort that supports carefully-devised media and channel usage to personalize the customer experience, and an effective financial management competency that uses measurement and attribution methods to implement media and direct budget application.
Posted on: Mon, 12 May 2014 15:17:09 +0000
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