A01 chaf6542 06 se fm indd

Clickz (

www.clickz.com

) US site of statistics and advice about all aspects of digital marketing.

Content Marketing Institute (

www.contentmarketinginstitute.com

) A publisher advising 

on content marketing.

Marketing Sherpa (

www.marketingsherpa.com

) Articles and links on Internet marketing 

communications including email and online advertising.

SmartInsights.com (

www.smartinsights.com

) A blog of links and articles about develop-

ments in digital marketing and digital communications managed by Dave Chaffey.

M08_CHAF6542_06_SE_C08.indd   386

7/23/14   1:51 PM

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9

➔ 

What is e‑CRM?  393

➔ 

Conversion marketing  397

➔ 

The online buying process  400

➔ 

Customer acquisition 

management 404

➔ 

Customer retention 

management 436

➔ 

Customer extension  448

➔ 

Technology solutions for CRM  454

Focus on . . .

 

Marketing communications for 

customer acquisition, including 

search engine marketing, online 

PR, online partnerships, interactive 

advertising, email marketing and 

social media marketing  405

 

Social media and CRM 

strategy 418

 

Excelling in e‑commerce service 

quality 443 

9.1

 

Tesco.com increases product range 

and uses triggered communications 

to support CRM  457

Chapter at a glance

Main topics

Customer relationship 

management

After completing this chapter the reader should be able to:

● 

Outline different methods of reaching and acquiring new 

customers via digital media

● 

Evaluate different buyer behaviour amongst online customers

● 

Describe techniques for retaining customers and  cross‑   and 

up‑selling using digital media communications

Management issues

Customer relationship management involves these management 

issues:

● 

Which digital media should we invest in to reach new audiences?

● 

What are the practical success factors for using digital media 

need to make customer acquisition more effective?

● 

What technologies can be used to build and maintain the online 

relationship?

● 

How do we deliver superior service quality to build and maintain 

relationships?

The following additional case studies 

are available at www.pearsoned.co.uk/

chaffey

➔ 

Variations in online buyer 

behaviour and loyalty

➔ 

Worldwide demand for CRM 

applications

➔ 

Digital loyalty networks

The site also contains a range of study 

material designed to help improve your 

results.

Web support

Links to other chapters

The main related chapters are:

● 

Chapter 4 – CRM techniques are constrained by social, legal and 

ethical factors

● 

Chapter 5 – CRM supports digital business strategy

● 

Chapter 8 – CRM is one of the tactics aimed at fulfilling the 

objectives defined in the digital marketing plan

Case studies

Learning outcomes