IMC Intuition

Thinking out loud about all things IMC

CRM facilitates the use of new media to build brand loayalty

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This article appeared this week on Seth Godin’s Blog:

The law of the little shovel

If you want to dig a big hole, you need to stay in one place.

If you walk around town with a little shovel, you’ll just end up digging thousands of little holes, not one big one.

Call on one person ten times and you might make the sale. Call on ten people once each and you will likely get ten rejections.

The important thing to remember is that separate events are often separate. If you use the same ineffective approach on one thousand people, it’s not going to start working better just because you use it more often.”

Want a big shovel?  Use a good CRM system to keep in touch with everyone important to your company through e-mails, newsletters, blogs and direct response.  CRM systems allow organizations to effectively understand what defines value in the mind of the customer – past, current and prospective.

 What does this have to do with new media?  Marian Azzaro, a Roosevelt University IMC professor defines new media as: “the use of digital technology to communicate with a target audience.”  (Perez, H., IMC 619 Emerging Media, Lesson 1)  CRM facilitates the use of new media to build brand loayalty. 

CRM provides the infrastructure.  New Media provides the means. 

 Get out there a dig a big hole!

 Links to this post:

 The Law of the little shovel,

 Seth Godin’s Blog,


Written by Beth Ryan

July 19, 2009 at 3:50 pm

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