CRM - February 2008 - (Page 19)

Insight intent on concealing its outsourcing that it refers to India as “Region 9.” Marketers still want to have an impact overseas, though. Among MENG respondents, China promises the greatest opportunity (53 percent), with India a distant second (20 percent). Yet Western Europe may see the most growth, thanks to its marketing maturity. Beriker’s recommendation? “Consider going to Europe in 2008 and Asia in 2009,” he says. Never mind that with the dollar significantly weaker against the Euro and the pound it’s an incredibly expensive investment for American firms. “It’s worth it,” he states. Social networking will continue to redefine marketing. “New consumers are not going onto the Internet and searching as much as they’re going and congregating in very specific environments,” NealeMay says. Companies are already creating Though marketing seems committed to its customer-centric approach, staff positions to engage customers: Dell, for example, has a vice president of comopinion is divided on which specific trends will dominate this year munities and conversation. Keep an eye but James Beriker, president of California- on Facebook and MySpace, Beriker adarketers are blessed with a bevy of cost-effective based search engine marketing solutions vises, to understand the dynamic of how techniques to reach cus- provider Efficient Frontier, argues that the individuals are—and want to be—comtomers, but cursed with younger generation is where the money is. municating. Despite a major backlash too much data and too many ways to “Users are getting younger and smarter,” after the launch of Facebook Beacon (see deploy those techniques. According to a Beriker says, adding that their tech savvi- “Facebook’s About-Face,” January 2008, Chief Marketing Officer (CMO) Council ness has made them less susceptible to the page 17), Beriker believes that Facebook and MySpace will keep trying to monestudy, 2007 increased accountability and traditional means of marketing. Be prepared for more consolidation: tize their user bases—and marketers will analytic-based decision-making, but 2008 “Acquisitions will be just as big in 2008— definitely want to get in on the action. will bring a focus on strategic issues. And Beacon may have been “You can’t just plan for the year, you’ve maybe bigger,” Beriker says. the canary in the coal mine. got to plan for every single change,” says “We’re going to see some very Social networking “Users don’t want to be Donovan Neale-May, executive director of interesting deals.” He foresees the CMO Council. With the digital world action among search market- sites will keep trying tracked,”Beriker says, a paradox now primed for instant gratification, ing agencies, a European deal to monetize their user given the level of information firms have to be more agile and respon- between Microsoft and Yahoo!, bases—and marketers users already disclose online. So expect a bigger role for online sive, he says, adding that 50 percent of and improved display adversecurity. Facebook has modiCMOs are hired to fix broken marketing tising with Google AdWords will want to get in fied Beacon to ensure opt-out organizations, resulting in a heavy empha- and Microsoft adCenter. on the action. capability; the site has turned Outsourcing will also be a sis on marketing transformation. The primary targets in 2008, however, big trend as firms become increasingly to online privacy-certification provider seem to be anyone’s guess. Connecticut- specialized. According to the MENG TRUSTe to guide its commitment to user based Anderson Analytics analyzed a sur- survey, 77 percent of marketers say privacy. And Ask.com reasserted itself as vey of the Marketing Executives Network- they don’t offshore operations, and the search engine respectful of personal ing Group (MENG) and found 88 percent only 19 percent believed it was a “neces- information with the introduction of of MENG members cited Baby Boomers sary and good way to stay competitive.” AskEraser—a privacy control that deletes as the top customer demographic, followed But according to Tom H.C. Anderson, all Ask.com search requests within a few by Generations X (86 percent) and Y (84 founder and managing partner of An- hours. Google and Yahoo!, for example, percent). Only 74 percent considered Gen- derson Analytics, not all firms that out- store user information for 18 months and eration Z somewhat or very important, source will admit to it; he cites one so 13 months, respectively. —Jessica Tsai Out of the Gate: Marketers Rate ’08 Traits M www.destinationCRM.com CUSTOMER RELATIONSHIP MANAGEMENT | FEBRUARY 2008 19 http://Ask.com http://Ask.com http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - February 2008

CRM - February 2008 Contents Front Office Reality Check Customer Centricity The Tipping Point The Loyalty Riddle CRM Drives Down-Market Out of the Gate: Marketers Rate ’08 Traits The Pulse Consultants Adapt to CRM’s Changing Landscape Required Reading Cover Story: CRM Gets Serious Contact Center Solutions Always On Rumble in the Office The Smallest Slice Tying Up Cable’s Loose Ends Burning Up the Paper Trail Sunny Skies for Knology No More Bumps for BlueRoads Secret of My Success Re:Tooling Scouting Report Pint of View

CRM - February 2008

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