Database & CRM

Share this article:
Database & CRM
Database & CRM

As CRM and loyalty programs become increasingly digitized, experts expect big changes. Marketers will focus less on traditional coupons, loyalty cards and e-mail, and put greater emphasis on social and mobile initiatives.

“People are finding new ways to communicate,” says Vivianna Padilla, senior manager of product marketing at Salesforce.com. “By using sites like Facebook and Twitter, consumers and companies can interact in real time.”

Unlike e-mail, to which she believes consumers are “immune” because of its ubiquity, social media opens a dialogue with the consumer, she adds.

Dave Frankland, principal analyst at Forrester Research, predicts an uptick in mobile loyalty programs.

“2010 is really starting to feel like the year of mobile,” he says, adding that best practices still need to be developed.

Frankland adds that it is important to retain a centralized customer view despite the proliferation of channels: “We started out with mailing addresses and e-mail addresses, but as we're able to get other types of information like Twitter handles and cell phone numbers, we need to be able to hold on to that singular view of the customer.”
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Features

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Features

Brooklyn Nets Reboot a Storied Basketball Brand

Brooklyn Nets Reboot a Storied Basketball Brand

Pride. Attitude. A fresh start. You'll find them all in Brooklyn, as the National Basketball Association's Nets franchise did by moving to New York City's most populous and hippest borough.

Channels Are Out. Impact Is In.

Channels Are Out. Impact Is In.

The brands most successful with omnichannel marketing are those who think about outcomes, not channels.

All Marketing Is Direct

All Marketing Is Direct

Data-driven. Digital. Direct. These formerly distinct marketing terms are merging as real-time relevance increasingly drives customer interactions.