The Role of E-marketing for CRM

Overview/Description
To define and explain the importance of implementing a customer-centric e-marketing program in your e-business

Target Audience
Corporate and enterprise-wide business professionals involved in sales, marketing, and customer service in an e-business environment or business professionals from any discipline with responsibility for any aspect of a CRM strategy

Prerequisites
The E-business Revolution and Building an E-business learning paths

Expected Duration
240 Minutes

Objectives:

The Role of E-marketing for CRM

  • define the challenges facing the e-marketer, explain the notion of web loyalty, and outline the role of CRM in brand management.
  • explain how a new online business can inspire trust in its customers and how the traditional customer purchase decision cycle can be applied online.
  • discuss how companies can use e-marketing to bolster their web presence, attract and retain online customers, and build brand loyalty online.
  • identify the main e-marketing tools and discuss the rise of e-mail marketing.
  • explain the concerns customers have about privacy issues and describe ways e-business companies can help alleviate these concerns.
  • explain how the e-business customer differs from the general online customer, and how B2B marketing should differ from B2C marketing.
  • explain the differences between business-to-business (B2B) and business-to-consumer (B2C) customers, and describe how to build loyalty with B2B customers.
  • describe the initial research steps a company should take when considering placing its product/service online.
  • outline the importance of an e-marketing strategy plan and describe what issues need to be focused on when creating this plan.
  • outline the framework for web-site strategy and explain how to create a web-site experience that captures the market opportunity.
  • explain the steps involved in prototyping and building a web site.
  • explain the importance of ongoing web-site management and continuous web-site evaluation.


    • Course Number: 31693_eng