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Transcript of JM503 – eMarketing Week 11 e-CRM. From last week BBC – Click archiveClick archive.
JM503 – eMarketing
Week 11 e-CRM
E-CRM
• Assess the relevance of the concepts of relationship, direct and database marketing marketing on the Internet;
• evaluate the potential of the Internet to support one-to-one marketing and the range of techniques and systems available to support dialogue with the customer over the Internet;
• assess the characteristics required of tools to implement one-to-one marketing.
Is CRM worthwhile?
eCRM - Wallstrip Video
Questions for marketers
• How can the Internet be used to support the different stages of the customer lifecycle?
• How do I implement permission marketing?• What do personalisation and mass
customisation mean and how should I apply them in my marketing?
Differences between relational and transactional marketing
Transactional paradigm
Relational paradigm
Market segment Individual customer
Transaction duration Lifetime
Margin Lifetime value
Market share Most valued customers and customer share
Mass market broadcast Dialogue and tailored communications
Passive consumers Empowered clients
CRM applications
1. Sales force automation
2. Customer service management
3. Managing the sales process
4. Campaign management
5. Analysis
CRM data
• Personal and profile data– Contact details– Preferences
• Transaction data– Sales history
• Communications data– Campaign history– Research / Feedback / Support queries– Contact reports (B2B)
CRM aims and focus
5Is
• Identification – can the customer be recognised for different channel contacts?
• Individualisation – can communications and products be tailored?
• Interaction – are communications two-way?• Integration – is there a 360 degree view of the
customer?• Integrity – is the relationship built on trust?
Permission marketing
• Key concepts– Not interruption marketing– Not SPAM– Requires opt-in (online to e-mail)– Opt-out– Learning about the customer– Initial and continued relationship is based on
incentives
Mass customisation and personalisation
Online relationship building
Example – Virgin Megastores
IDIC
e-CRM tools
• Database• Data mining• Personalisation systems• Outbound e-mail• Inbound e-mail management• Virtual communities
Tutorial next week
• Check Moodle for readings and research