Peppers & Rogers Group/Digital Cement Whitepaper Reveals Gaps
TORONTO--(BUSINESS WIRE)--Sep. 30, 2009--
While 88 percent of marketers claim to employ relationship marketing
activities, only 24 percent spend the majority of their marketing
budgets on retention activities. This according to a new whitepaper, “Relationship
Marketing 3.0: Thriving in Marketing’s New Ecosystem,” authored by Peppers
& Rogers Group, the world’s premier customer-centered management
consulting firm, and Digital
Cement, a thought leader in customer relationship marketing and
subsidiary of Pitney
Bowes Inc. (NYSE: PBI).
“Relationship Marketing 3.0: Thriving in Marketing’s New Ecosystem”
discusses new challenges facing marketers, including the rise of social
media, the risks and opportunities surrounding the new marketing
landscape, and the new emphasis on gaining and keeping customer trust.
The whitepaper includes findings gathered from the recent survey,
“Relationship Marketing 3.0,” developed by Peppers & Rogers Group and
Digital Cement, and conducted across nearly 700 1to1 Media subscribers,
senior-level marketing and customer strategy executives. The survey
includes insights on relationship marketing practices, plans and
challenges.
“The fact that a majority of relationship marketing professionals
surveyed (53 percent) still spend the majority of their budgets on
acquisition efforts, and so little on retention, shows a serious
disconnect between theory and practice,” said Don
Peppers, co-founder of Peppers & Rogers Group. “In this whitepaper,
we aim to help marketers understand how to connect theory and practice
to improve marketing effectiveness and retain their most valuable
customers. If they don’t, their competitors will.”
The “Relationship Marketing 3.0” survey also offers insights into
current social media involvement and practices such as social media
ownership and measurement.
Sharad Verma, president of Digital Cement, said, “It is no longer
sufficient for marketers to simply tailor messages and target different
customer segments. Today, marketers need to create an approach that
builds trust throughout the relationship lifecycle via relevant and
increasingly personalized communications, experiences and improvements
that occur across multiple marketing channels.” Verma added that the new
customer data stream created by social media provides marketers with an
unprecedented level of honest, immediate, actionable customer feedback
that can be used to build more iterative, integrated and flexible
programs to help strengthen customer relationships and grow valuable,
brand-building customer advocacy.
For a copy of the Peppers & Rogers Group and Digital Cement whitepaper,
“Relationship Marketing 3.0: Thriving in Marketing’s New Ecosystem,”
please visit http://www.1to1media.com/view.aspx?docid=31889&on24=DC1.
About Peppers & Rogers Group
Peppers & Rogers Group is a management consulting firm recognized as the
world's leading authority and acknowledged thought leader on
customer-based strategies and underlying business initiatives. Founded
in 1993 by Don Peppers and Martha Rogers, Ph.D., Peppers & Rogers Group
transforms 1to1 concepts into practical methodologies that drive
financial results. 1to1 Media is the independent publishing division of
Peppers & Rogers Group, delivering print, interactive and custom content
to the customer-strategy marketplace.
About Digital Cement
Digital Cement, a wholly-owned subsidiary of Pitney Bowes Inc., is a
relationship marketing company, which helps leading organizations start,
grow and manage sustainable customer relationships. By seamlessly
integrating management consulting, measurement and analytics technology
and marketing agency services, Digital Cement harvests data insights
that drive desired customer behavior, while continuously deepening and
expanding customer relationships through progressively relevant and
valuable experiences.
Founded in 1997, Digital Cement’s expertise spans life sciences,
financial services and consumer packaged goods, among other industry
verticals. The company has offices in the United States and Canada. For
more information, please visit: www.digitalcement.com.
Source: Pitney Bowes Inc.
US:
Pitney Bowes Inc.
Matthew Broder, 203-351-6347
matthew.broder@pb.com
