A new survey reveals that most marketers value the benefits of CRM systems to their campaign strategies.
According to the Chartered Institute of Marketing’s latest Marketing Trends Survey, a quarter (24 per cent) of industry professionals believe CRM delivers the highest return on investment.
The benefits of CRM were mostly appreciated by those working in the technology and telecoms sectors (30 per cent) and financial services professionals (31 per cent).
David Thorp, director of research and professional development at the Chartered Institute of Marketing, said that although marketers are reining in their spending across the industry, they are still devoting budgets to effective strategies.
“Through CRM systems, marketers are able to wisely concentrate their spending on the most effective activities,” he said.
“As we move into 2010, I’m convinced this more professional approach will stand them in good stead when the economy recovers.”
In a recent DMNews article, Steve Webster, chief strategy officer at iPost, urged marketers to make better use of metrics in order to improve the success of their campaigns.