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Friday, 8th April 2011, 15:02:39
Social CRM will be 'runaway success' over next year, expert says
Social customer relationship management (CRM) will be a "runaway success" this year and next as the link between businesses and social networking increases.
That is according to Andrew Girdwood, media innovations director at bigmouthmedia, a search and digital agency, who said that marketing and CRM will be drawn closer together in the near future.
He added that customers can not only be kept happy through social CRM but that it can be used to help send promotional messages out to a target audience.
His comments come after Gartner revealed earlier this week that the social CRM market was worth $600 billion (£368 billion) last year and could reach $1 billion by 2013.
Mr Girdwood added that businesses will be looking for ways to merge marketing and client retention together.
"I think you'll find that the smart companies will put marketing heads and customer relationship management heads together," he said.
"It's a proper two plus two equals five-style approach where if you can use Twitter to interact you can use it in an effort to retain clients [and] keep people happy as well as push your promotional messages."
Posted by Kevin Jenson
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