RELATIONSHIP MARKETING

USING DIGITAL PLATFORMS

 Our Goals Today:

1. Electronic Customer Relationship Management (E-CRM)

1. Organic vs Paid Social Media Marketing
1. Social Media Marketing Radar
1. Customer Engagement
1. Customer Lifecycle Management with Digital Platforms
1. Electronic Customer Relationship Management (E-CRM)

Using digital communications technologies to maximize sales to

existing customers and encourage continued usage of online
services through techniques including database, personalized web
massages, customer service, email and social media marketing.

Today CRM is synonymous

with E-CRM.
2. Organic vs Paid Social Media Marketing

It’s common practice to distinguish between organic and

paid social media marketing activities in a similar way to
organic and paid search marketing.

Organic social involves using social networks and

customer communities to develop relationships, share Paid social media marketing using paid media to
positive opinions through social media amplification generate marketing activities.
and manage negative social media comments.
3. Social Media Marketing Radar

Conten Syndication
Outwards from the centre

Importance To Company
Closer to the centre
4. Customer Engagement
Repeated interactions through the customer lifecycle prompted by online
offline communications aimed at strengthening the long-term emotional,
psychological and physical investment a customer has with a brand.

Engagement has four parts, which can be measured both

online and offline (Forrester, 2007):

a. Involvement includes website visits, time spent, pages

viewed.

b. Interaction, this is contributed comments to blogs.

c. Intimacy, this is sentiment tracking on third-party sites

including blogs and reviews, as well as opinions
expressed in customer services calls.

d. Influence, this is advocacy indicated by measures such as

likelihood to recommend, brand affinity and content
forwarded to friends.
5. Customer Lifecycle Management with Digital Platforms

RACE Digital Platforms – Win’sMap