E-CRM helps e-marketing in several key ways: 1. E-CRM allows companies to better understand customer needs and behaviors by collecting data across various online customer touchpoints. 2. This customer data and insights can then be used to personalize marketing campaigns and offers for better customer engagement. 3. E-CRM also streamlines marketing processes like campaign management, targeting, creative development, and performance tracking to reduce costs and improve effectiveness. 4. By integrating E-CRM data and tools into their overall marketing strategy, companies can enhance customer relationships and generate more value over the long-term.

1. Q. How e-crm helps e-marketing?
Ans.....Explanation in light of importance of e-crm to e-marketing;
Changing consumer attitudes are driving Electronic Customer Relationship Management
(ECRM).
We live in a technological age and consumers are now fuelled by internet-induced
expectations and an even increasing mood of self-reliance.
So one has to compete in an environment where communication, buying processes, data
management, delivery and service are all-important in the battle for long-term, profitable
relationships.
ECRM helps to measure, create and increase income and reduce costs and operate more
efficiently and profitably.
ECRM is the customer focussed management of the whole E Business relationship with each
customer, in order to measure, create and increase income and reduce costs for each customer
& segment and thus to generate greater positive lifetime value.
The following are the key activities for developing relationships with existing customers to
encourage them to continue to engage through online channels as part of customer retention
strategy:
E-CRM provides support in the above manner
The outcome of the mentioned activities will not only reduce the time ought to be involved in
e-marketing but also, it will help in enhancing various aspects of the same. They can be
digital marketing campaigns and the steps involved within:-
 Step 1. Goal setting and tracking for interactive marketing communications
 Step 2. Campaign insight
 Step 3. Segmentation and targeting

2.  Step 4. Offer, message development and creative
 Step 5. Budgeting and selecting the digital media mix
 Step 6. Integration into overall media schedule or plan
The details and best practice on different tactics from search engine optimisation, pay-per-
click marketing, email marketing and advertising.
Just as an organisation would not consider running their finances without an accounting
system, many now would not consider running sales marketing and customer service without
an e-CRM system.
In e-marketing, e-CRM enables to know customers better, understand their value (LTV) and
use the information to make better marketing, sales and service decisions. Internal to the
organisation managers can monitor activity, measure performance and improve processes to
reduce waste and increase effectiveness.
Prospects and customers will communicate with the enterprise via a mix of channels, which
may vary depending upon where they are in the buying cycle. For example, when responding
to direct marketing, contact may be by bingo-card or telephone or proposals via e-mail. When
making a purchase decision it may be online sales or a internet ordering centre. Post-sales
contact may be via an online grievance help-desk. All front-office functions (customer touch
points) will share a central CRM database.
And when these
functions go
online, they
become E-CRM
and E-
MARKETING
(Source: http://www.davechaffey.com)
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Q. How technology becomes a process element of CRM?
Ans...
The primary objectives of any company or corporation are to get and keep a customer.
Customer relationship management (CRM) is information technology-driven strategy
companies use to get and keep a customer. According to TechTarget.com, CRM systems
ensure "management, salespeople, people providing service, and perhaps the customer can

3. directly access information; match customer needs with product plans and offerings, remind
customers of service requirements, know what other products a customer had purchased, and
so forth." With this level of knowledge and empowerment, corporations can provide the
services required to get and keep the customer buying.
The Evolution of CRM
CRM evolved out of the need for sales executives to maximize the use of technology in sales
processes. This started with the introduction of the personal information manager (PIM). PIM
was a small electronic notebook where sales people kept names and addresses of contacts.
Over time, the PIM evolved into computer-based contact management systems. Well-known
contact management systems are ACT and Goldmine. Given the increased need for flexibility
and access to more information, contact management systems evolved into sales force
automation (SFA) and SFA eventually evolved into CRM. Unlike earlier versions, CRM
systems offered sales executives access to enterprise-wide data such as real time orders,
product delivery information and customer complaints/resolution. This was all in effort to not
only make a sale, but to keep customers engaged and buying new products and services.
Technology and CRM
Everything about CRM is information technology-driven. Technology is pervasive from the
basic user-friendly interface to complex back-end database and knowledge management
systems. Massive databases are the heart of any CRM system. Data is collected from multiple
sources ranging from data entry from customer service personnel to online data collection
forms made available to the customer via a web browser. Sales executives or customer
service personnel can access this data via the worldwide web, an extranet relationship with a
corporate partners or an internal corporate intranet. Given the rise of PDAs and smartphones,
many companies offer CRM mobile applications to sales executives in the field.
Technology Components
CRM applications has three primary technology components that are referred to as customer
touch points, applications, and data stores. Customer touch points are the primary human
interface with customers. This is the beginning of the sales process. Sales people or customer
service personnel communicate with the customer and input data into the system. Or, with the
web, this interface could be through an online form where the customer is asking for more
information. Applications are the software interface between the customer touch points and
corporate databases. Data stores represent the data stored in the databases as well as the
knowledge management systems designed to interpret the data and map out customer buying
habits or buying behaviour patterns.
The Future of CRM
The future of CRM is in simplified, low-cost, high-tech implementations, all in an attempt to
make CRM systems more flexible and accessible to small businesses as well as large
corporations. According to Destinationcrm.com, future CRM technology will include: VOIP
technology; speech recognition technology for customer service interface, CRM application
service providers where companies pay a monthly fee to access CRM technology, social
networking applications and many more. As the global economy expands and competition
increases, a CRM system can make the difference between keeping a customer and losing a
customer. So, CRM technology will evolve as necessary to service this increasing demand.
(Source:www.davechaffey.com,www.ehow.com)
Submitted by; Muskan Asnani