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

The 9 New Realities of Direct Response

The 9 New Realities of Direct Response

Late-night yell-and-sell pitches have given way to sophisticated, multichannel, ROI-centric campaigns.

Comedy Central's Marketing Strategy Is No Joke

Comedy Central's Marketing Strategy Is No Joke

Engaging an audience that takes humor seriously requires an approach that's at the same time quick-witted and pervasive.

Redefining the High-Value Customer

Redefining the High-Value Customer

Three companies ditch the notion that big spenders are the best customers, and opt for a modern definition rooted in influence.