AGAIN; WE LEARN FROM THE BEST
Talk
about starting 2012 right! dmaDetroit did it with a knockout presentation
and Customer Relations Management from Meredith Xcelerated Marketing’s
EVP and General Manager, David Brown.
dmaDetroit’s
audience eagerly absorbed information from Mr. Brown who took the letter
“C” from CRM and showed attendees how CRM efforts reach beyond a
customer-only focus. He demonstrated how the “C” also can mean confusion,
CMO’s, communities, consortiums and, especially, content.
Those
responsible for CRM must work to understand individuals as well as markets
and focus on relationships in addition to markets – and create
a roadmap to better provide value to an empowered customer to build
the relationship to last. This means staying abreast of changing consumer
expectations and influences which are newly affected by shifting roles
in the family configuration.
Households
are becoming smaller, more diverse with 80% of homes not having the
stay-at-home mom. Men have been hit hardest by the weak economy; with
larger segment of women now being the “breadwinner and decision-maker.”
Today’s Mom drives 85% of all household spending.
As
a result, because men and women shop differently, characteristics of
each must be considered when devising marketing plans.
Plus
the fact that consumers are far more informed than ever before, with
a myriad of data sources available, shopping for price and value is
more effective today. A huge SmartPhone ownership penetration is a popular
source of information as well.
Print
and E-mail thrive, but social media and networking must be considered
mainstream; it’s a personal tool and is strong on SmartPhones.
Mr.
Brown suggests that altering your CRM efforts from your “Former Age”
to the “Digital Age” might be as follows:
FORMER
- Highly planned
- One-to-one
- Strictly Targeted/Highly
exclusive
- Brand-driven: largely
push
- Relationships built
over time
- Customization takes
time
- Limited touch points
- Supported by single
data source
- Free-standing
|
DIGITAL
- Both planned and
opportunistic
- One-to-one-to-many-to-one
- Targeted but Inclusive:
Differentiated investment
- Customer-driven:
push and pull
- Relationships can
be accelerated
- Customization happens
in real time
- More touch points:
print, DM, web, mobile, social
- Supported by multiple,
integrated data sources
- Integrated across
touch points
|
Content
adds brand value for your customers and contributes to your competitive
advantage. Always include content that reaches your consumers at every
touchpoint and be sure that it’s grounded in consumer insights, for
engaging messaging, and tailor it to key messages to your consumers.
Mr.
Brown’s presentation continued on to bring to the surface significant
needs, and if you need; secure the services of agencies that specialize
in Social Messaging, PR, Digital and Customer Service, and when doing
so, manage it all closely to assure that collaboration is the prime
discipline among them.
The
highly detailed slide presentation has many more recommendations and
suggestions for those who have a need to greatly improve their CRM efforts.
You will find it on our SlideShare page:
slideshare.net/dmaDetroit
View
this presentation – it’s well worth it!