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JM503 – eMarketing Week 11 e-CRM

JM503 – eMarketing Week 11 e-CRM. BBC – Click archive. From last week. Assess the relevance of the concepts of relationship, direct and database marketing marketing on the Internet;

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JM503 – eMarketing Week 11 e-CRM

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  1. JM503 – eMarketing Week 11 e-CRM

  2. BBC – Click archive From last week

  3. 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. E-CRM

  4. eCRM - Wallstrip Video Is CRM worthwhile?

  5. 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? Questions for marketers

  6. Differences between relational and transactional marketing

  7. Sales force automation Customer service management Managing the sales process Campaign management Analysis CRM applications

  8. Personal and profile data Contact details Preferences Transaction data Sales history Communications data Campaign history Research / Feedback / Support queries Contact reports (B2B) CRM data

  9. CRM aims and focus

  10. 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? 5Is

  11. 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 Permission marketing

  12. Mass customisation and personalisation

  13. Online relationship building

  14. Example – Virgin Megastores

  15. IDIC

  16. Database Data mining Personalisation systems Outbound e-mail Inbound e-mail management Virtual communities e-CRM tools

  17. Check Moodle for readings and research Tutorial next week

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