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Learning objectives. Assess the relevance of the concepts of relationship, direct and database marketing marketing on the Internet;
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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.
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?
Elements of CRM Figure 6.1 Linkages between customer relationship management and related marketing approaches
CRM applications • Sales force automation • Customer service management • Managing the sales process • Campaign management • 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 Figure 6.2 The relationship between the customer acquisition, retention and extension phases of the customer lifecycle and loyalty and customer value
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 Figure 6.4 Options for mass customisation and personalisation using the Internet
Online relationship building Figure 6.5 A summary of an effective process of online relationship building
IDIC Figure 6.7 The elements of the IDIC framework
e-CRM tools • Database • Data mining • Personalisation systems • Outbound e-mail • Inbound e-mail management • Virtual communities