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Digital Marketing Lecture 2 (Customer Relationship Management (CRM) (CRM…
Digital Marketing Lecture 2
Relationship Marketing Origins
Basic Marketing Orientations
The Product Conception
The product Concept
The selling concept
The Marketing Concept
Marketing is about relationships
A relationship requires a two way personal interaction and be
mutually beneficial
, with
value added to both participants.
Ideally there willl be emotional involvement and loyalty but this may not be a necessity
Transaction-based Marketing vs. Relationship Marketing
T 进化到R
Why did the field shift away from Transaction-Based Marketing?
T
t
t
Why did the field shift towards Relationship Marketing?
Product-Centric 进化到Customer-Centric
Marketing Automation
Relationship Sucess Relies on
People
Techonology
Relationships with which customers?
(Direct Marketing & CLV）
Relational Communications
(Direct Marketing Activities)
Relationship Marketing & Direct Marketing Overlap
Three levels of relationship marketing
Financial
Social
Structural
Relies on solutions to important customer problems
offer target customers value-adding benefits that are difficult or expensive for customers to provide and thar are not readily趁customers还没有注意就offer
The problem solution is " structural " and thus blinds the customer to the company instead of---ofr in addition to --and individual service provider who may leave the firm
The challenge of customer engagement
Customer engagement
Invovement
Interaction
Intimacy 亲密关系
Influence
How can FMCG brands generate engagement?
Media fragmentation 碎片化
Why is media fragmetation needed?
Customer Relationship Management (CRM)
Analytical
Strategic
Operational
Developing CRM Strategy
→ Indentify
→ Differentiate
→ Interact
→ Customize
Marketing activities of CRM
Extending
Selecting
Acquiring
Retaining
The Loyalty program
Focus on changing behaviour and their effects may not last past the reward (e.g., compared to strategic CRM)
Although with shor-term effectiveness, loyalty programs have become a staple of the marketing strategies
e.g. Victoria Secret
Example
Apps
must be Useful, giving them benefits like product offers or even entertainment that they like
provide value, like the coupon offers
must be easy to use
must provide seamlessly excellent customer experience
Social Media
Cloud marketing
Potentially lower costs
improved employee productivity, especially for the field sales force. availabel at any location on any device
easier and more simple for employees to use
easier to increase sacle when more capacity is needed
Provide a high level of secuirty and reliability
Definition
A marketing-led apprach to building, measuring and sustaining long-term business with customers.
When does CRM work best?
Interactions with customer are frequent
High levels of expertise are required to support purchases
Multiple products and services are purchased by customers
CRM to e-CRM
Definition
Benefits of Using e-CRM
Rules-based personalization
User-controlled personalization
Information-driven personalization
Dynamic Yield 好好看一下
E-CRM supports the following applications
Sales force automation
Customer sercvice management
Managing the sales process
Customer communications management
Analysis
Main types of customer data held for CRM
Personal and profile data
Transaction data (record of each purchase transation including products, quantities, category, location, data and time)
Communications data ( record of campaigns that each customer was exposed to)
Privacy Concerns by Consumers
Monetary incentives and lotteries彩票 do not revel any effect
Permission Marketing
A way to manage this dilemma 困境 is by tailoring website and email content through a Customer Preferences Crentre, which deals with personalization and mass customization
Personalization refers to customization of information requested by a site at an individual level
Mass customization refers to providing tailored content to a group of individuals with similar interests and characteristics
Big Data
4 Major type
Activity Data
Listening to music
Reading an e-book
Scrolling a website
Conversational Data
Comments om social media
Phone conversations
Google home
Alexa
Image Date
Sensor Data
Geo-Localiser
Heartbeats
Speed and direction
Body temperature
Mood
