Internet Marketing and Customer Relationship Management
A profitable business works like an engine. Each part works with its sister parts to cause a chain reaction that turns goods and services into… You guessed it – Profit (or “nonprofit” as the case may be.) This leads to a very important, and often overlooked, question. What does a business engine run on? The answer is marketing.
Without effective marketing no one knows about the company (the engine doesn't turn) it’s unable to turn a profit (the engine stalls) and eventually fails. A lack of appropriate marketing isn't only dangerous to a fledgling business; it can affect much older and more proven companies as well.
The internet is one of the most powerful marketing tools a business can employ. It can get the word out on almost any product/service to just about any demographic there is. People of all cultures, ages, and locations use the internet. If a company utilizes this wide-reaching tool – half the work is already done. Internet Marketing provides the opportunity to use a process called CRM (Customer Relationship Management) in some very effective ways.
What is CRM?
CRM is a model, or framework, for supervising/measuring/managing a company’s interactions with consumers. Individual CRMs vary from business to business with some having very unique structures, and others that follow a very general plan. Let’s talk about a few of the more simple CRM aspects.
A simple CRM that involves marketing can be as easy as measuring the volume of emails between a business and the consumer. It can also be used to calculate future interactions with customers over several different mediums (including, but not limited to the internet).
Another important CRM medium is Social Media. With many people having accounts on a social media site (and many people with more than one) it becomes a very important area to keep track of. The quantity of traffic through these sites makes ideal marking grounds.
Customer service is an aspect of business that has a very important synergy with marketing. A company’s integrity and popularity can often times be directly measured by how effective their customer support is. CRM relates to this in that recording and analyzing customer service responses and satisfaction levels will give a business/company a good idea of what their customers think of their business.
Customers that are pleased with a company’s ability to assist them with issues are much more likely to provide return business and in turn allow for higher profits.
Marketing, especially on the internet, is an integral part of having a business in the modern age. It’s necessary to get the word out on what a business can do for the consumer and marketing is how to do it. With marketing, though, CRM becomes necessary in order to keep track of the different aspects of interactions with a company’s customers. If a business works like an engine – marketing is the fuel, and CRM is the lubrication that keeps everything running smoothly.