This document provides a summary of Modules 7 and 8 from an IDM Digital Marketing diploma program. Module 7 discusses customer relationship management (CRM) and how technology can help gain competitive advantage by better understanding and serving customers. Module 8 covers integrated marketing communications (IMC) and the benefits of combining different communication channels to reinforce key messages and optimize performance. The document concludes by providing ideas for how Cubeworks could implement an integrated communications strategy for client projects such as website relaunches and product launches.

1. IDM Diploma in Digital Marketing Module 7 & 8 Review August 2009

2. Introduction Module 7 : Customer relationship management (CRM) Module 8: Integrated marketing comms (IMC) Ideas for Cubeworks from Modules 7 & 8

4. Manage less profitable situations better

5. Identify lifetime value of customers

6. Improve customer service

7. Focus marketing on the right customers

9. Module 7: CRM-driven campaign benefits Long-term goal formation Planning power Empowerment of staff Performance appraisal

10. Module 8: Why integrate marketing comms?

11. Module 8: Why integrate marketing comms? Reach a range of customer communities Reinforce key message Optimise communications performance The “media-multiplier” effect The four C’s: coherence, consistency, continuity, complimentary

12. Module 8: Media Neutral Planning (MNP)

13. Module 8: How to deliver MNP Access to the right talent? Consumer insight at the core? Channel planning? Real media neutrality Campaign evaluation?

14. Module 8: Key managements tasks to IMC

16. Special offer e.g. Pharos discount code Press release Campaign PPC Landing page PPC campaign Affiliate campaign e.g. myvouchercodes Email 1 – special offer given early to loyal customers Weekly emails to build urgency 2 months Month one, marketing begins 3 months Special offer code launched

17. The end