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Learning objectives

Learning objectives. Assess the relevance of the concepts of relationship, direct and database marketing marketing on the Internet;

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Learning objectives

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  1. Learning objectives • 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.

  2. 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?

  3. Elements of CRM Figure 6.1 Linkages between customer relationship management and related marketing approaches

  4. Differences between relational and transactional marketing

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

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

  7. CRM aims and focus Figure 6.2 The relationship between the customer acquisition, retention and extension phases of the customer lifecycle and loyalty and customer value

  8. CRM resource

  9. 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?

  10. 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

  11. Mass customisation and personalisation Figure 6.4 Options for mass customisation and personalisation using the Internet

  12. Online relationship building Figure 6.5 A summary of an effective process of online relationship building

  13. Example – Virgin Megastores

  14. Example – Silicon

  15. Example – Clearly Business

  16. IDIC Figure 6.7 The elements of the IDIC framework

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

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