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Fusing CRM and social media is key
AS THE SYSTEMS that run the way we work and live become smarter with the onset of the new digital ecosystem, the workplace as we know it is undergoing a dramatic change.
The social Web has forever changed the balance of power between the individual and the institution. It has given control of the relationship to customers, who have the power to influence others in their social networks. They can make or break brands overnight. This shift of power has left CMOs struggling to address these challenges.
To gain insights into how these changes are affecting CMOs and marketing, IBM undertook its first-ever Global Chief Marketing Officer Study. The study surveyed more than 1,700 CMOs from 64 countries, the largest survey of its type ever conducted.
Eighty-one percent said they planned to increase their use of CRM technologies within three to five years. This is comparable to the percentage who are planning to increase their use of social media (82 percent), customer analytics (81 percent), and...