Lesson "CRM in Marketing" lecture helps you understand the basics of CRM, its characteristics, and effective CRM applications. Hopefully you can use your knowledge of CRM applications for your business. We invite you to check out the details here. | CRM in Marketing Curtis Adams Jordan Burns Lindsey Birmingham Leah Barnhill Motivational Research Motivational Research -1960 s Practice -Included everything from showing volunteers a series of advertising to administering focus groups -Scope of these efforts remained unwavering in product focus -However with the customer acting as a component of the purchase cycle BRAND WAS KING. Product Marketing -Became a study within itself -Part research Part guessing game part leap of faith -Predictable -Product marketing campaigns were designed to reach as many as possible -Focused on all customers having the same needs and wants and the actual pitch of the product Target Marketing Customer data as Segmenting important as the customers allowed product data room for specialized communication Sum of all the Segmenting customers to a customers based on single individual preferences can reveal interesting facts about consumer behavior Relationship Marketing -Understanding their preferences increasing the odds of retaining them -You are not trying to sell a single product to as many customers as possible -You are trying to sell a single customer as many products as possible -One to One means not only communicating with customers as individuals but also developing customer products and tailored messages based on customers unspoken needs -Relies heavily on customer s experience of the company as it does on the specific message received Campaign Management -CRM is a necessity. -Hard Labor in launching new marketing campaigns -Conceive plan define the target audience determine channel of communication launching the promotion -CRM products offering campaign management present savings of time labor and cost and demonstrate quantitative ROI -Proactive campaign management is like a good wine it gets better with age. -Tracking campaign success results in higher response rates and greater ROI -Use of results of campaigns to refine future campaigns has been acknowledged as the best CRM .
