Amid declining print magazine sales, some publishing companies are turning to database and CRM solutions to drive subscriptions.
Nonprofit organizations are increasingly taking a page from the for-profit playbook by using marketing co-ops to build their direct mail lists.
Numerous restaurant chains have launched or expanded their loyalty programs in recent months to drill deeper into customer data.
Brands must draw on a deluge of mobile-driven customer information in order to engage customers and encourage repeat business.
Even though holiday sales numbers grab the headlines, many marketers see the shopping season as just the beginning of their relationship with a customer. Using the influx of first-time buyers as an opportunity to expand their databases and better understand consumer behavior, marketers are finding that effective CRM strategies can make it feel like Christmas all year long.
BMW may sell hundreds of thousands of cars each year, but for its latest model, the all-electric commuter car ActiveE, it's looking for just 700 passionate consumers.
The premise of customer database segmentation is that marketing and consumers are not one-size-fits-all. Traditionally, marketers segmented huge databases of customers by geography and purchase history.
When Netflix announced new pricing plans in July, driving thousands of angry customers to complain or leave the service entirely, its competitors smelled blood in the water. Rivals such as Blockbuster and Redbox sought to take advantage of Netflix's CRM faux pas by reaching out to the company's disgruntled customers.
There was a time when customer loyalty programs doled out rewards in the form of goodies stocked in a faraway warehouse. However, companies are increasingly moving the tracking and redemption of points — as well as the actual rewards themselves — online, with chains including CVS, Rite Aid and Dunkin' Donuts making the leap.
As live chat has improved due to advancing technology and a better understanding of how and when consumers want text-based contact, its role for online companies has expanded beyond simple customer service to include lead generation and customer-relationship management.
Toyota Motor Corp. and Salesforce.com are partnering to bring CRM to a new frontier: the dashboards of consumers' automobiles. The companies said in late May that they will launch "Toyota Friend," a private social network using Salesforce Chatter, its social marketing tool, in Japan with electric and plug-in hybrid vehicles next year.
Brands that retarget consumers after a sweepstakes campaign must work hard to remember a guiding principle of CRM: don't annoy the consumer.
Online travel agency Expedia said in late March that its relaunched rewards program was a game changer for travel consumers because it allowed them to earn points on hotels, flights, packages and activities regardless of which hotel or airline they used.
Marketers are tapping into Facebook-like collaboration tools to improve their lead generation, CRM and internal communications performance. Salesforce.com, Yammer and Constant Contact are among the service providers operating Web-based collaboration tools, and SAP plans to join them soon.
Technology companies, including Microsoft, HP and IBM, have unveiled plans in recent weeks to launch or expand in-the-cloud CRM services, reflecting the growing demand from marketers for more collaborative and timely data about clients and prospects.
Marketers are beginning to mine data from mobile transactions and brand interactions with the same interest they glean information from other more traditional media sources.
Marketers' use of Facebook has exploded in recent months, and brands with niche audiences have begun to use the site's social media analytics to better understand their fans.
Your customers are your most valuable asset. It will always be important to secure new customers, but businesses also need to leverage relationships with existing customers for up-selling and cross-selling opportunities.
Financial institutions are emphasizing transparency and choice, and trying to learn more about their customers, increase loyalty, and better target their offers in response to newly enacted federal financial regulations.
A number of technology providers have launched services, or expanded their existing ones, to help marketers sort through it the massive amounts of consumer data generated on a daily basis on Facebook, Twitter and other social media outlets.
Keeping data quality at a high level is easier said than done when the data comes from a range of sources, including social media.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.