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Having realized the importance of databases
and how they can be analyzed to generate highly targeted
messages, it is obvious that this is possible only electronically.
Companies are therefore exposed to
a tremendous opportunity to develop individual customer
relationships - an idea which would seem ridiculous
a few years ago.
The "mass" model of one-size fits all
is gradually giving way to increasingly personalized
and one-to-one marketing. As can be imagined, the future
"mantra" of marketing will be "mass personalization".
Marketing will be based on elaborate data mining, organizing
and data analysis techniques as well as on maintaining
comprehensive customer history. The whole process of
collating, analyzing and manipulating data will only
be possible through electronic means.
Further, the actual marketing process
itself will be e-enabled. Today, email, which undoubtedly
is the #1 killer application of technology, allows us
to reach individuals wherever in the world they may
be at (almost) zero cost. This is opening up exciting
possibilities for businesses both online and offline.
Companies, which tie up their backend databases to the
front-end marketing, will be the leaders of tomorrow's
businesses. Why? For one, it will allow them to be extremely
responsive on a real-time basis. This will enable them
to fine-tune their marketing strategies and campaigns
accordingly. Secondly, it will allow marketing campaigns
to be executed with minimal costs while tracking responses
with pinpoint accuracy on an individual basis - a delight
for any marketer.
Indeed, email management and handling
is becoming an ever-increasing challenge with the increased
migration of correspondence to the electronic channel.
To maximize the gains of one-one, there must be effective
management of emails at the individual as well as the
bulk level. The aim:
- To get an instant all round view of the customer.
Read about email management by clicking
here
- To manage bulk marketing campaigns in a personalized
manner.
To read about how e-CRM works in a remarkable way to
achieve the one-one objective, click
here
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