Marketers Not Practicing What They Preach When It Comes to Customer Relationship Marketing
September 30 2009 - 9:00AM
Business Wire
While 88 percent of marketers claim to employ relationship
marketing activities, only 24 percent spend the majority of their
marketing budgets on retention activities. This according to a new
whitepaper, “Relationship Marketing 3.0: Thriving in Marketing’s
New Ecosystem,” authored by Peppers & Rogers Group, the world’s
premier customer-centered management consulting firm, and Digital
Cement, a thought leader in customer relationship marketing and
subsidiary of Pitney Bowes Inc. (NYSE: PBI).
“Relationship Marketing 3.0: Thriving in Marketing’s New
Ecosystem” discusses new challenges facing marketers, including the
rise of social media, the risks and opportunities surrounding the
new marketing landscape, and the new emphasis on gaining and
keeping customer trust.
The whitepaper includes findings gathered from the recent
survey, “Relationship Marketing 3.0,” developed by Peppers &
Rogers Group and Digital Cement, and conducted across nearly 700
1to1 Media subscribers, senior-level marketing and customer
strategy executives. The survey includes insights on relationship
marketing practices, plans and challenges.
“The fact that a majority of relationship marketing
professionals surveyed (53 percent) still spend the majority of
their budgets on acquisition efforts, and so little on retention,
shows a serious disconnect between theory and practice,” said Don
Peppers, co-founder of Peppers & Rogers Group. “In this
whitepaper, we aim to help marketers understand how to connect
theory and practice to improve marketing effectiveness and retain
their most valuable customers. If they don’t, their competitors
will.”
The “Relationship Marketing 3.0” survey also offers insights
into current social media involvement and practices such as social
media ownership and measurement.
Sharad Verma, president of Digital Cement, said, “It is no
longer sufficient for marketers to simply tailor messages and
target different customer segments. Today, marketers need to create
an approach that builds trust throughout the relationship lifecycle
via relevant and increasingly personalized communications,
experiences and improvements that occur across multiple marketing
channels.” Verma added that the new customer data stream created by
social media provides marketers with an unprecedented level of
honest, immediate, actionable customer feedback that can be used to
build more iterative, integrated and flexible programs to help
strengthen customer relationships and grow valuable, brand-building
customer advocacy.
For a copy of the Peppers & Rogers Group and Digital Cement
whitepaper, “Relationship Marketing 3.0: Thriving in Marketing’s
New Ecosystem,” please visit
http://www.1to1media.com/view.aspx?docid=31889&on24=DC1.
About Peppers & Rogers Group
Peppers & Rogers Group is a management consulting firm
recognized as the world's leading authority and acknowledged
thought leader on customer-based strategies and underlying business
initiatives. Founded in 1993 by Don Peppers and Martha Rogers,
Ph.D., Peppers & Rogers Group transforms 1to1 concepts into
practical methodologies that drive financial results. 1to1 Media is
the independent publishing division of Peppers & Rogers Group,
delivering print, interactive and custom content to the
customer-strategy marketplace.
About Digital Cement
Digital Cement, a wholly-owned subsidiary of Pitney Bowes Inc.,
is a relationship marketing company, which helps leading
organizations start, grow and manage sustainable customer
relationships. By seamlessly integrating management consulting,
measurement and analytics technology and marketing agency services,
Digital Cement harvests data insights that drive desired customer
behavior, while continuously deepening and expanding customer
relationships through progressively relevant and valuable
experiences.
Founded in 1997, Digital Cement’s expertise spans life sciences,
financial services and consumer packaged goods, among other
industry verticals. The company has offices in the United States
and Canada. For more information, please visit:
www.digitalcement.com.
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