Prospect Relationship Management in the context of eCRM
Posted: Wed Dec 04, 2024 5:55 am
Unlike customer relationship management (CRM), eCRM allows us to establish consistent relationships with prospects thanks to the information we obtain about them via the Internet. In the context of relational marketing, the CRM concept is expanded by that of PRM (Prospect Relationship Management).
At PRM we use the information we collect from prospects (what they visit on the site when they register, how often they do so, what sociodemographic information they declare when registering, whether or not they open emails, where they click, etc.) in order to:
• Develop strategies that allow, among other things, to detect france mobile phone number list which users are more likely to become customers in the short term.
• Know the source of the data that provides us with records of higher or lower quality.
• Make investment in recruitment more efficient.
In online relational marketing (eCRM) the figure of the user emerges as an entity (person) within a marketing database.
CRM and PRM management are two sides of the same coin: the user. By user we mean the people who interact with the organization in digital media. Thus, in online relational marketing (eCRM) the figure of the user emerges as a separate entity (person) within a marketing database.
This new approach allows us to complement the planning of regular campaigns with an approach oriented towards establishing real-time and sustained relationships with the user. In this sense, there are programs that have proven to be of great value in strengthening the ties between a brand and its users.
The strategic definition of an online relational marketing project would be composed of:
• Identify users (customers and prospects) with future projection and potential.
• Discriminate them with respect to the group of users, setting individual or group objectives.
• Focus the greatest activation, growth and retention efforts on these users.
• Manage collaborative relationships to create superior value in the management of key processes.
At PRM we use the information we collect from prospects (what they visit on the site when they register, how often they do so, what sociodemographic information they declare when registering, whether or not they open emails, where they click, etc.) in order to:
• Develop strategies that allow, among other things, to detect france mobile phone number list which users are more likely to become customers in the short term.
• Know the source of the data that provides us with records of higher or lower quality.
• Make investment in recruitment more efficient.
In online relational marketing (eCRM) the figure of the user emerges as an entity (person) within a marketing database.
CRM and PRM management are two sides of the same coin: the user. By user we mean the people who interact with the organization in digital media. Thus, in online relational marketing (eCRM) the figure of the user emerges as a separate entity (person) within a marketing database.
This new approach allows us to complement the planning of regular campaigns with an approach oriented towards establishing real-time and sustained relationships with the user. In this sense, there are programs that have proven to be of great value in strengthening the ties between a brand and its users.
The strategic definition of an online relational marketing project would be composed of:
• Identify users (customers and prospects) with future projection and potential.
• Discriminate them with respect to the group of users, setting individual or group objectives.
• Focus the greatest activation, growth and retention efforts on these users.
• Manage collaborative relationships to create superior value in the management of key processes.