Customer Relationship Management (CRM) Marketing
Aug 25th, 2008 by Paul Miser
It’s mainstream now! In this morning’s AdAge article, “More Marketers Want to Get to Know You: CRM Surges as Brands Demand Measurable Results,” authors Michael Bush and Rupal Parekh have brought one to one marketing to the eyes of everyone who peruses AdAge.com every morning.
As we’ve mentioned several times on this blog, the future of marketing is customer engagement through one-to-one marketing strategies which includes the use of a comprehensive customer relationship management (CRM) system. The article says, “Feel-good talk about leveraging CRM — the art of using tools such as database maintenance and customer segmentation — to boost understanding of consumers isn’t anything new. Ask around, though, and industry folks will tell you 2008 is shaping up to be the year in which companies put their money where their mouths are — with a looming recession making brands more sensitive than ever about the returns on their marketing investments.” This just goes to show you that marketers are ready to take the leap into a personal, individual relationship with their customers and prospects and are willing to put forth the time and resources it takes to fully understand each individual.
This CRM and Database marketing strategy is one that we’ve personally seen work in Financial Services, Healthcare, Higher Education, and Non-Profits. The article suggests there is a shift in acceptance and that more industries are jumping in, including technology, consumer goods, and software.
Thank you Michael and Rupal for writing this article. It is a breath of fresh air for all of us who have been preaching the benefits and value of customer engagement through one-to-one, CRM marketing. It truly will change the landscape of marketing as we know it.
