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Crm-Marketing Insight 2004
Crm-Marketing Insight 2004
Crm-Marketing Insight 2004
Chapter 9
Customer Relationship Management
Learning objectives
• Outline different methods of acquiring
customers via electronic media;
• Evaluate different buyer behaviour amongst
online customers;
• Describe techniques for retaining customers
and cross- and up-selling using new media.
Forecasts
• Gartner (www.gartner.com)
– $25 billion spent on CRM 2002
– $50 billion by 2005
What is CRM?
• You have a job interview for Centrica
(AA, British Gas, Goldfish) working in the CRM team
www.theaa.co.uk, www.house.co.uk
• How would you explain the terms:
– CRM
– e-CRM
• Why does Centrica have a CRM function?
– Why is CRM different?
– What are benefits of this approach?
E-CRM – a definition
• E-CRM is:
• Applying…
Internet and other digital technology…
(web, e-mail, wireless, iTV, databases)
• to…
acquire and retain customers
(through a multi-channel buying process
and customer lifecycle)
• by…
improving customer knowledge, targeting,
service delivery and satisfaction
Three phases of
customer relationship management
Impact
Message
Response
Information
management
End Results
Figure 9.4 The relationship between online ads and destination sites
© Marketing Insights Limited 2004
OHT 9.15
Skyscraper to microsite example
http://www.norwichunion.com/products/
insurance/travel/single_annual_travel.htm
© Marketing Insights Limited 2004
OHT 9.17
Online ads - effectiveness
• Instruct, not hope • Brand the first frame
• Evolve, not cycle • Brand top of skyscrapers
• Flash, not GIF • Ditch ‘Click here!’
(Rich media) • High contrast
• Use large ad formats • Use < 15 ad elements
www.lemonad.com • Use large logos
• Include a human face
www.avantmarketer.com
Impact
Message
Response
Information
management
End Results
• The issues:
1. Representation. Are you registered on the main search
engines? Do you check continuously?
2. Time to register. Plan ahead and make use of paid inclusion
services to ensure that campaign-specific URLs can be found
when your campaign goes live.
3. New search engines. Search engines change in popularity –
are you listed with the latest ones?
• What is it?
‘Improving your competitive position in the search engine
results listings’.
• The issues:
1. It’s not just meta-tags. Ignored by most search engines –
keyword frequency in body copy, <title> tags, headings and
links are much more important.
2. Doorway pages. Creating special pages optimised for
different product-related keywords and search engines is a key
technique for high listings.
3. It’s a continuous process. Search engine algorithms,
popularity and competitor activity all change, so to stay
competitive, SEO demands continuous attention (Use an
agency).
Bid: £1.50
Bid: £1.32
Bid: £1.31
Impact
Message
Response
Information
management
End Results
Link building
Affiliates
• What are they?
‘A commission based arrangement where referring sites
(publishers) receive a commission on sales by merchants’.
Impact
Message
Response
Information
management
End Results
Figure 9.7 Responses to question: ‘How did you find the product website you
used to research a purchase?’
Source: DoubleClick (2003b) © Marketing Insights Limited 2004
OHT 9.37 RS Components web site
(www.rswww.com)
Opt-in Opt-out
Incentivise www.permission.com
© Marketing Insights Limited 2004
OHT 9.41 What exactly is permission marketing?
• Key features:
– Opt-in
– Based on initial incentive
– Opt-out
– Continue incentives through time to:
• Learn more about customer
• Tailor product offerings
• Sell more
© Marketing Insights Limited 2004
OHT 9.42 Permission marketing
vs SPAM