Log in


Talk about starting 2012 right! dmaDetroit did it with a knockout presentation and Customer Relations Management from Meredith Xcelerated Marketing’s EVP and General Manager, David Brown.

dmaDetroit’s audience eagerly absorbed information from Mr. Brown who took the letter “C” from CRM and showed attendees how CRM efforts reach beyond a customer-only focus. He demonstrated how the “C” also can mean confusion, CMO’s, communities, consortiums and, especially, content.

Those responsible for CRM must work to understand individuals as well as markets and focus on relationships in addition to markets – and create a roadmap to better provide value to an empowered customer to build the relationship to last. This means staying abreast of changing consumer expectations and influences which are newly affected by shifting roles in the family configuration.

Households are becoming smaller, more diverse with 80% of homes not having the stay-at-home mom. Men have been hit hardest by the weak economy; with larger segment of women now being the “breadwinner and decision-maker.” Today’s Mom drives 85% of all household spending.

As a result, because men and women shop differently, characteristics of each must be considered when devising marketing plans.

Plus the fact that consumers are far more informed than ever before, with a myriad of data sources available, shopping for price and value is more effective today. A huge SmartPhone ownership penetration is a popular source of information as well.

Print and E-mail thrive, but social media and networking must be considered mainstream; it’s a personal tool and is strong on SmartPhones.

Mr. Brown suggests that altering your CRM efforts from your “Former Age” to the “Digital Age” might be as follows:

  • Highly planned
  • One-to-one
  • Strictly Targeted/Highly exclusive
  • Brand-driven: largely push
  • Relationships built over time
  • Customization takes time
  • Limited touch points
  • Supported by single data source
  • Free-standing
  • Both planned and opportunistic
  • One-to-one-to-many-to-one
  • Targeted but Inclusive: Differentiated investment
  • Customer-driven: push and pull
  • Relationships can be accelerated
  • Customization happens in real time
  • More touch points: print, DM, web, mobile, social
  • Supported by multiple, integrated data sources
  • Integrated across touch points

Content adds brand value for your customers and contributes to your competitive advantage. Always include content that reaches your consumers at every touchpoint and be sure that it’s grounded in consumer insights, for engaging messaging, and tailor it to key messages to your consumers.

Mr. Brown’s presentation continued on to bring to the surface significant needs, and if you need; secure the services of agencies that specialize in Social Messaging, PR, Digital and Customer Service, and when doing so, manage it all closely to assure that collaboration is the prime discipline among them.

The highly detailed slide presentation has many more recommendations and suggestions for those who have a need to greatly improve their CRM efforts. You will find it on our SlideShare page.  View this presentation – it’s well worth it! 

© Direct Marketing Association of Detroit
Powered by Wild Apricot. Try our all-in-one platform for easy membership management