COMMERCE 2MA3 Chapter Notes - Chapter 16: Customer Relationship Management, Linkedin, Sentiment Analysis
29 Nov 2018
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Document Summary
Social media rders to the content distributed through online and mobile technologies to facilitate interpersonal interactionas. Through these connections, marketers and customers share information of all forms including products and serices, and customers thoughts on those. The presence of social, mobile, and online marketing is steadily expanding same products and services. relative to thse more traditional forms of integrated marketing communication. 4e framework: excite customers with relevant offers, educate them about the offering, help them experience products, whether directly or indirectly, give them an oppurtunituy to engage with their social network. Excite the customer: firms use facebook and google+ to get customers eciting about upcoming products and ongoing promotions, to excite customers, an offer must be relevant to its targeted cutomer. Relevancy can be achieved by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs. Educate the customer: educate the customer about the value propostion and communicate the offered benefits.
