Merkle CEO: Uncertain economy, technology to boost CRM use

Share this article:

Economic instability and advancements in digital communications have combined to create a "perfect storm" for CRM to play a larger role in companies' marketing strategies, according to David Williams, chairman and CEO of Merkle, in a keynote address at his company's CRM Executive Summit in Miami on June 8.

 

Williams told attendees that “in many ways, the crisis has done a lot for CRM.” However, he added that marketers face a range of CRM-related challenges, including growing customer control of content, a fragmented media landscape, and changes in consumers' purchasing preferences.

 

Williams said digitization is a key for marketers to move from “CRM 1.0 to CRM 2.0,” adding that strategy, front office activity and media-driven work are also important for CRM growth. He added that Merkle's clients are increasingly focused on digital integration.

 

“A competitive advantage exists in how a marketer can deploy and shift from mass to targeted media,” he said.

 

Forrester Research predicted earlier this year that companies will embrace mobile and software-as-a-service CRM platforms in 2010, but struggle to integrate customer data.

 

In the past year, Merkle has formed a mobile marketing group and a standalone unit to measure media buying. It also bought loyalty consultancy Metzner Schneider in March.

 

The company has also made a number of key personnel moves in recent months, appointing Mark Weninger its first chief creative officer and naming Craig Dempster CMO this year.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.

Harnessing Deep Industry Expertise to Capture New Markets

Harnessing Deep Industry Expertise to Capture New Markets

Darren Rodgers explains how he applies his deep healthcare expertise, and broad organizational experience, to marketing in an industry in the throes of historic transformation.

Fast Facts: October 2014

Fast Facts: October 2014

Some quick info hits to keep you up-to-date, including the percentage of emails opened on mobile devices.