Social media marketing is based on customer needs and preferences. It is also a powerful tool for turning delighted customers (who are expressive online) into advocates for an organisation.
Social media creates new communication channels for an organisation, enabling discussions and customer service to take place where the customer feels most comfortable.
Effective web development and design starts with understanding and catering for customer needs, and should focus on the experience of the web user. Designing for customers first and
foremost gives web visitors a seamless experience - CRM data can tell you what your customers need, and web experiences can support the customer journey. Web designers and developers can also create sophisticated customer service portals to manage CRM, such as the Nike+ support
page: nikeplus.nike.com/plus/support
Through all of the digital marketing tactics, effective analytics is the most useful CRM tool. It allows each channel to be measured on its merits, and the customers acquired by each channel can be analysed.