Companies hire CRMs over Marketing Professionals

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An article published by reveals that many companies are dropping their recruitment levels for marketing professionals in favour of Customer Relationship experts. Story released by Edit Optimisation.

Whilst brand management is still considered by marketing professionals to be of importance, an increased focus and recruitment drive on customer insight and interaction is more essential according to Info Marketing

“In Europe, all marketers have placed CRM, insight and experience above branding which shows just how much the pendulum has swung from only five years ago.”

The article continues to highlight the increased activity in CRM by highlighting figures from the UK showing a drop in the number of Brand Managers being recruited whilst almost double the amount of Customer Relationship experts are being hired.

Creative and cost effective advertising are more valuable than investing heavily in strategies that may or may not connect with the customer. The article cites businesses already using new ways to gain customer insight including companies holding road shows and events to increase interaction.

“We have seen an increase in the amount of orders we receive from clients interested in saving money on their marketing budgets. What we found interesting (if somewhat unsurprising), was the heavy focus companies were placing on the customer throughout all their advertising with us.” Giles Fletcher, Managing Director

The focus on customer insight and satisfaction should be of no surprise according to the article. Due to the global economic recession and a lack of confidence in the markets, customers are either refraining or unable to spend the money that they used to. As a result the customer is in the enviable position to dictate what they want, when they want it and how they want it as many companies are now more willing to listen then ever before.

“We started interacting more with our customers a long time ago when we realised that we could produce the most creative marketing campaigns that would chime with the customer - because we’d taken the time to ask them what they wanted from us." Alistair Gray, Managing Director,

The article concludes by claiming that if trends continue, the customer will be able to manipulate a sector that has long been in the business of manipulating the customer.

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Edward Bennett

Edward Bennett
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