Especially for brands, social media is an ideal tool for reputation management. This term refers to the positive influencing of the brand image through dialogue and viral marketing in social media, or the response to negative image influences. The construction of a positive reputation does not only depend on the self-portrayal of the company, but above all, on the posts of social media users. Professional reputation management requires comprehensive social media monitoring with specific parameters.
The first article on the online CRM series by artegic AG deals with the function of online CRM in companies, i.e. with the operative tasks – the operative CRM. For these tasks, e.g. the construction of a personal customer dialogue in email marketing, decisive information about customers is necessary. The efficient capturing, administration and analysis of data is therefore becoming an essential competitive factor. Information management or analytical CRM, is the basis for successful online CRM.
Customer Relationship Management – or CRM – represents a further development of the classic marketing approach. In traditional mass marketing, a large number of people are targeted with the same message. Segmenting, e.g. according to psychographical criteria, does not take place. Target group marketing takes one step further and adjusts its marketing measures specifically to the requirements of target groups. In CRM, every individual customer is focussed on: this is one-to-one marketing. The goal is to create an added value for the customer as well as the company within the framework of the business relationship.
The newsletter is the most frequently used and probably most important measure in email marketing. As long as other measures are not explicitly mentioned, email marketing is often equated with the sending of newsletters. However, newsletters are only one possible email marketing measure or one possible type of email, which can be used in email marketing. We have compiled the most relevant measures in email marketing in an overview.