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Management Essay

1318 words - 6 pages

Corporate Blog as CRM
Ahuja&Medury

Customer relationship management
Also described as „information-enabled relationship marketing“ is an enterprise-wide initiative that belongs to all areas on an organization.

Comprises processes used by organizations to manage consumer relationships whoch also include collceting, storing and analyzing data.

CRM attempts to provide a strategic bridge between information technology (IT) and marketing strategies, thereby aiming at building long-term relationships and profitability.

It is vital to maintain appropriate Customer Information management systems by acquiring customer databases and consolidating customer feedback.

Companies ...view middle of the document...

P.95
Higher perceived value by the consumer in the organizational information will stimulate consumer interest leading to a desire to interact achieving “engagement” from the organizational perspective

Article is devoted to the means for building greater consumer engagement in terms of the volume of comments by consumers

5 input variables integral to an e-CRM process
1. Technology
2. Knowledge Management
3. Business Models
4. Markets
5. Human Factors

Data mining tools can help uncover the hidden knowledge to understand customer better whereas systematic knowledge management effort can channel the knowledge into effective orga strategies.

Chapter 3 CONSUMER ENGAGEMENT

Ability of marketing to engage and endear (sich beliebt machen) consumers will ultimately determine whether a user eventually enters into a greater relationship with a brand or organization.

Important to measure engagement of customers, prospects and detractor (Lästerer) with an organizational brand in every area of engagement.

Engagement needs to be understood by type, factors leading to engagement and the value associated with each in terms of ultimate adoption, sales and brand loyalty.
Engagement theory:
* Involvement
* Interaction
* Intimacy
* Influence

Level of user engagement achieved by interaction between organization and consumer is an important factor contributing to product adoption, thereby driving sales and brand loyalty, as demonstrated with corporate blog, which allows consumers to interact with products, brands and organizations.

In Web 2.0 context, consumer engagement is visible through the means of publishing, posting comments, subscribing, bookmarking, emailing, distributing and networking.

When measuring engagement the level of user interaction is an obvious and important component, and each of the above-stated user acitons indicate a different level of engagement

E.g. User who comments on an organizational post on Blog is at a “higher level of engagement” than one who simply reads the post.

Similarly, a user who creates content about an organizational initiative, that is, shares content about the organization on his/her personal blog is more engaged than the above stated ones.

Degree of consumer involvement is expected to influence both the amount of quality of a consumer’s cognitive response
Involved consumers engage in more labored research and acquisition strategies.

Number of comments and number of individuals who write comments are indicators of participation that significantly load onto involvement.

User actions in the direction of Adoption (adding to a group) may be indicative of low engagement,
rating, commenting, voting, endorsing and favouring signal medium engagement
Content-creation activities like blogging, participation in a fan community are indicators of a high degree of engagement
Adding friends, networking, creating a fan community are factors...

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