By Lucy Fisher

CMOs are looking to spend more on customer retention than acquisition, which means customer relationship management requires increased investment, with one-to-one communications increasingly replacing above-the-line campaigns.

It has long been said that digital channels offer a more measurable form of marketing than traditional above-the-line campaigns. What is more, research by The CMO Club and IBM, which was recently reported in Marketing Week, suggests that CMOs are currently looking to spend more on customer retention than acquisition.

Customer relationship management (CRM) is central to that ambition, so does that mean it is it set to become ‘the new advertising’, with one-to-one customer Read full story ›

Source: Marketing Week