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Digital Interactive Marketing

Digital Interactive Marketing. IBM – Case application. Group 2 – EMBA SP Jain Singapore Anh Sindu Steve Trevor. Agenda. Strategic planning Content Channel Database CRM Campaign. Strategic Planning. Enhance the customer relationship by adopting the new Technology

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Digital Interactive Marketing

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  1. Digital Interactive Marketing IBM – Case application Group 2 – EMBA SP Jain Singapore Anh Sindu Steve Trevor

  2. Agenda • Strategic planning • Content • Channel • Database • CRM • Campaign

  3. Strategic Planning • Enhance the customer relationship by adopting the new Technology • Build the in house resource for the control and governance • Outsource the 3rd party for specialized skills (eg. Advertising, IT..) and execution. • Systematic, incremental approach • Setting the right metrics • Measure and monitor

  4. Content • Personalization to be relevant, timely and welcome • Interactive • Cross Channel • Customer-centric • Segmentation • Integrated- 360 degree on customer analytics • Automated operation

  5. Channel • Website • E mail • SEM • Affiliate marketing • Social Media (Blog, FB, Twitter,) • Online mobile & offline

  6. Database • Log everything ( online and offline information) • Customer preference profile • Customer shopping pattern ( customer interaction history) • Customer contacts • Event detection

  7. CRM • Bespoke CRM software

  8. Campaign • Sprinkler approach • Best of breed supplier • Internal approach

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