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More Mass Marketers Turning To CRM

  • Ad Age , Monday, August 25, 2008 10:30 AM
Building one-to-one relationships with consumers historically has been embraced by some sectors -- such as financial services and automotive -- more than others. But the Direct Marketing Association's Quarterly Business Review for the first quarter of 2008 finds that 50% of the marketers surveyed said they will increase their spending on database segmentation, overlays and analysis should there be a recession.

Procter & Gamble, long accustomed to a bombard-the-masses-with-heavily-tested-ads strategy, has been working on better personalizing the consumer experience. CRM is also the force behind Coca-Cola's My Coke Rewards online program. Hewlett-Packard is said to have recently completed the biggest implementation of Oracle's Siebel CRM software in history.

Retailers are embracing CRM, too. JCPenney's new JCP Rewards program lets customers earn points to snag members-only benefits. Rival Macy's West, one of the retailer's biggest divisions, also has been investing in CRM to decipher a more effective media mix and gauge reaction to digital efforts.

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