Customer Relations Management (CRM)
- Origins: Focus on integrated marketing strategies, measurement and analytics. From a background in direct response marketing.
- Early Days: Derived from direct marketing, focused on integrated marketing analytics. Competed with creative and web development digital agencies.
Barriers for traditional marketing agencies: Digital utility, platforms and implementation
- Advertising, branding and PR agencies don’t have the ability to develop for utility, build platforms or have as strong measurement and analytics.
Barriers for business marketing agencies: Digital design and implementation
- IT agencies don’t have the design abilities.
- Management consulting agencies don’t have the implementation capabilities.