CRM in Marketing
CRM in Marketing
Curtis Adams
Jordan Burns
Lindsey Birmingham
Leah Barnhill
Motivational Research
Motivational Research
-1960’s Practice
-Included everything from showing volunteers
a series of advertising to administering focus
groups
-Scope of these efforts remained unwavering
in product focus
-However with the customer acting as a
component of the purchase cycle…BRAND
WAS KING.
Product Marketing
Product Marketing
-Became a study within itself
-Part research…Part guessing game…part
leap of faith
-Predictable
-Product marketing campaigns were designed
to reach as many as possible
-Focused on all customers having the same
needs and wants and the actual pitch of the
product
Target Marketing
Target Marketing
Customer data as
important as the
product data
Sum of all the
customers to a
single individual
Segmenting
customers allowed
room for specialized
communication
Segmenting
customers based on
preferences can
reveal interesting
facts about
consumer behavior
Relationship Marketing
Relationship Marketing
-Understanding their preferences…increasing the
odds of retaining them
-You are not trying to sell a single product to as
many customers as possible
-You are trying to sell a single customer as many
products as possible
-One to One means not only communicating with
customers as individuals but also developing
customer products and tailored messages based
on customers unspoken needs
-Relies heavily on customer’s experience of the
company as it does on the specific message
received