‘From CRM to IRM: the rise of social influence’ – ‘Econsultancy’ Blog
Nicolas Chabot says, “Influencer Relationship Management (IRM) is the hottest new emerging practice in marketing and communications that is winning budgetary affirmation amongst some of the world’s major playing brands including Coca Cola, Adobe and Phillips.
Taking its beginnings from the rationale and practice of Customer Relationship Marketing (CRM), IRM is also sometimes described as ‘CRM of the Marketer’.
Beyond the terminology it is important to understand how IRM and CRM fundamentally differ and pursue differing goals, objectives and outcomes.
Also why it’s critical that they work hand in hand, building a bridge between CRM, direct marketing, social media and marketing, while optimising the performance of each area respectively”.
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