CRM
Marketing - engagement client
Marrying CRM to a New Definition of Loyalty
By Nicole Lewis Every business dreams of loyal customers — buyers that will repeatedly purchase the company's products and services in good times and bad. CRM systems promise to cultivate relationships with customers in order to build that devotedness. But constructing a CRM solution that can generate loyalty requires much more than dreams and a database of names. Today, designing a CRM system around loyalty requires a vision, a strategy and, according to Adam Sarner, principal research analyst at Gartner Inc., the ability to predict what customers want.
Shopper CRM : récompenser la transaction plus que l'incitation
Décidemment le shopper à le vent en poupe ... A lire sur le site MRM lab, entité du Groupe MRM Worldwilde spécialisé dans l'innovation digitale et les nouveaux usages en marketing et communication ( http://www.mrmlab.net/ ) une excellente analyse de l'évolution que doivent prendre les programmes de fidélisation trop souvent utilisés pour "inciter" plus que pour "récompenser". Shopper CRM: la fidélisation par la transaction En clair, les programmes de fidélisation récompensent généralement plus l'incitation que la fidélité. Inciter à acheter plus pour modéliser le business plan et optimiser le per capita.
Le marché français du CRM a positivement traversé la crise. Ainsi, entre 2005 et 2010, le chiffre d’affaires global a connu une progression annuelle moyenne de 8 % . Ce résultat souligne le dynamisme d’un marché en constante mutation, qui enregistre un chiffre d’affaires compris entre 3,5 et 4,5 milliards d’euros en 2010 . Pour Precepta, institut d’études stratégiques et concurrentielles du groupe Xerfi, les activités de gestion de la relation client (GRC) ont progressé à un rythme près de quatre fois supérieur à celui de l’économie française (PIB en valeur) entre 2005 et 2010. Par la diversité de ces activités, le terme CRM comprend non pas une, mais plusieurs significations et englobe différentes prestations de gestion de la relation client. On ne parle donc plus du marché mais des marchés du CRM , qui regroupent près de 300 acteurs identifiés en huit activités :
Les marchés du CRM en constante évolution - relationclientmag.fr
Relation client
CRM
Behavourial Advertising
It is a truth universally acknowledged that a publisher in possession of a good site must be in want of a fortune. Given the size of the data opportunity, it's surprising how few publishers are taking advantage of it. Why don't more publishers sell their data? We hear a number of reasons:
Why Some Publishers Still Don't Sell Data -- and Why More Should - Advertising Age - DigitalNext
targeting advertising
Dove Story
"We are at the cusp of huge changes around us in everything we look at," predicted analyst and futurist Mark Anderson, when I attended his annual predictions dinner last week. "There's never been a more exciting year than 2010." Mr.
How Real-Time Data Creates a More Comfortable World - Advertisin
Perso internet
FT.com Takes Free Articles Away From Unregistered Users, Except
Now the Financial Times is getting really bullish about its web access model. In another tweak, it’s now ensuring that no free articles are on offer to non-registered users . In 2007, the site introduced this access model to give five free articles a month to casual readers, and 25 to free-registered users, as incentives to subscribe.
NEW YORK Despite all the optimism surrounding the potential for free, advertising-supported online video, some analysts see a far more lucrative market for selling video content online -- one that will materialize this year despite the rocky economic picture. According to a new report issued by Strategy Analytics, consumers may be far more willing to open their wallets to purchase Web video content, much as they do with music, than many once believed. The Boston-based research firm forecasts that worldwide consumer spending on online video content could reach $3.8 billion in 2009 despite the recession. That figure would exceed the $3.5 billion in online video ad revenue expected this year, the report says. Indeed, even as Hulu and other premium ad-supported video sites surge in popularity, Strategy Analytics sees paid video growing faster than free video over the next several years, at a rate of 39 percent annually through 2012 vs. 37 percent for ad-supported video.
Viewers Will Pay for Online Video, Report Says
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