With consumer buying behaviours radically altered by the recession and purchasing decisions now more considered, mass marketing techniques are at risk of being less successful than before.
Given the wide-spread use of advertising across multiple media channels, coupled with reduced consumer spend the need to use targeted advertising with personalised messaging is more important that ever.
Mass marketing techniques are at risk of being less successful than before
A recent surge of investment in CRM systems across many organisations suggests organisations are realising the importance of a more personalised communication experience, with particular focus on online communications. Secure e-messaging, targeted web banners and real time content optimisation are all buzz words of the moment and are all far more achievable with effective CRM software.
And this is not just limited to B2C organisations. B2B businesses have had their own budget purse strings drawn tighter and are focusing on reducing ‘spray and pray’ marketing campaigns.
In response to this focus on CRM, organisations are creating a demand for customer experience and user experience professionals with excellent CRM skills as well as good commercial acumen and a strong marketing background.
A number of newly created roles for online marketing managers are also in demand to boost firms targeted web presence. Candidates for these roles need to demonstrate a good understanding of CRM principles as well as a good range of technical web skills and experience.
