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    This document summarizes key chapters from a book on digital marketing strategy. It discusses using social media and customer relationship management (CRM) tools to improve customer loyalty and engagement. Specific topics covered include defining social media listening strategies, acquiring customers through social media, and using CRM for sales automation, customer service, and analyzing customer data and behaviors throughout their lifecycle with a company. The importance of permission marketing, personalization, and customization are also covered.

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    6_Relationship Marketing Using Digital Platforms

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    6_Relationship Marketing Using Digital Platforms

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    This document summarizes key chapters from a book on digital marketing strategy. It discusses using social media and customer relationship management (CRM) tools to improve customer loyalty and engagement. Specific topics covered include defining social media listening strategies, acquiring customers through social media, and using CRM for sales automation, customer service, and analyzing customer data and behaviors throughout their lifecycle with a company. The importance of permission marketing, personalization, and customization are also covered.

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    21 views24 pages

    6 - Relationship Marketing Using Digital Platforms

    Uploaded by

    ZhuldyzYelubayeva
    This document summarizes key chapters from a book on digital marketing strategy. It discusses using social media and customer relationship management (CRM) tools to improve customer loyalty and engagement. Specific topics covered include defining social media listening strategies, acquiring customers through social media, and using CRM for sales automation, customer service, and analyzing customer data and behaviors throughout their lifecycle with a company. The importance of permission marketing, personalization, and customization are also covered.

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    of 24

    DIGITAL MARKETING

    STRATEGY, IMPLEMENTATION AND PRACTICE


    Seventh Edition

    Part 2
    Digital marketing strategy
    development

    Chapter 6
    Relationship marketing using
    digital platforms

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Chapter 6 Relationship marketing using
    digital platforms
    Main topics
    • Using social media to improve customer
    loyalty and advocacy
    • The challenge of customer engagement
    • Customer lifecycle management strategy

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    The goals of marketing orchestration

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Using social media to improve customer
    loyalty and advocacy

    Source: Altimeter (2010)

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    What are the main social media platforms?

    Source: Smart Insights (2015)

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Social media activities requiring management:

    Activity 1 Define listening and reputation strategy


    Activity 2 Transform the brand through social media
    Activity 3 Acquire new customers using social media
    Activity 4 Increase sales to existing customers
    Activity 5 Enhance customer service through social media

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    The challenge of customer engagement

    • Involvement
    • Interaction
    • Intimacy
    • Influence

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Benefits of using CRM to support
    customer engagement:
    • Targeting more cost-effectively
    • Permission marketing
    • Mass customisation of the marketing messages
    • Increased breadth and depth of information
    • Deeper customer understanding
    • Lower cost
    • Delivering loyalty programmes
    • Gamification

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Marketing applications of CRM:

    • Sales force automation


    • Customer service management
    • Managing the sales process
    • Customer communication management
    • Analysis

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    CRM technologies and data management

    Three main types of customer data held in a CRM system:

    • Personal profile
    • Transaction data
    • Communication interaction data

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Artificial intelligence for marketing

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Customer lifecycle management strategy

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Permission marketing

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 6.9 Example of a pop-up on
    Smartinsights.com

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 6.10 Matrix of customer touchpoints for
    collecting and updating email contact and other
    profile information

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 6.11. Options for lifecycle email
    marketing messages for a retailer

    Source: Kath Pay, Holistic Email Marketing (2016) What is lifecycle marketing?,
    https://www.holisticemailmarketing.com/blog/what-is-lifecycle-marketing/ (accessed 30 July 2018).

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Personalisation and mass customisation
    To derive maximum benefits from the use
    of personal information consider giving
    individuals more control

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Summary of elements of CRM strategy:

    • Permission marketing
    • Personalisation and mass customisation
    • Using digital media to increase customer loyalty
    • Determining what customers value
    • The relationship between satisfaction and loyalty
    • Measuring the voice of the digital customers
    • Differentiating customers by value and engagement
    • Lifetime value modelling
    • Product recommendations and propensity modelling

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 6.13 Factors affecting customer
    satisfaction and loyalty

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 6.14 Activity segmentation of a
    site requiring registration

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 6.15 Different representations of
    LTV calculation

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 6.16 An example of an LTV
    segmentation plan

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 6.17 RFM analysis

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Case Study 6 Dell Gets closer to its
    Customers through its Social Media Strategy

    This case explores Dell’s business


    strategy and how it has positioned
    the brand through marketing
    communications especially online.

    The case applies the RACE


    framework and demonstrates how
    this relates to the design of online
    campaigns and promotional offers

    Source: Philip Sowels/Future Publishing/Shutterstock

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

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