Integrated is the first word that comes to mind when thinking of the most fundamental change in marketing over the past 10 years. We are no longer living in a world driven by a mass of unknown customers. As the Economist says, we are living the era of mass customisation. The driving force behind this is that we know more about customers than at any time before. But that’s not all.
Compared with previous decades, this information is available immediately and on a massive scale. In the past, marketers used to gather external customer perception data from market research and internal customer relationship data from CRM systems. These are no longer the only sources. With growing adoption of social media customers are leaving a massive online digital footprint that can be linked directly with CRM data.