Just over one in five marketers believe that customer relationship management (CRM) activities have the most benefit to return on investment, a new survey reveals.

The study, conducted by the Chartered Institute of Marketing, found that 21 per cent believe CRM is best for ROI, with those working in financial services and other service providers most likely to extol the virtues of CRM.

Around 12 per cent said online advertising delivered the best ROI, while 11 per cent gave their vote to email and public relations.

Two-thirds (66 per cent) of those who use CRM said their marketing function has a high level of visibility over their entire organisation’s relevant customer data.

This figure rose to 77 per cent for retail, distribution and leisure companies, but dropped to 59 per cent among public sector firms and charities.

Industry specialist Sudarshan Rajan, of MediaCom, recently said implementing CRM systems can help firms organise their mailing lists and direct mail data more effectively.

Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing