Putting the 'R' Back in CRM
Branded apps of convenience can also warn a consumer of a recall of a product before a purchase is completed, make an alternative suggestion on the spot and rewrite the order.
Content and convenience apps are being developed based on listening. Companies identify persistent tasks that are repeated by many consumers, perceiving what consumers really want and need. Apps are then built to meet those consumer needs. Imagine being able to listen to your customers, identify a specific group of tasks that a subset of your buyers all go through prior to making a purchase, then building an app to do it.
The power and future of online marketing lies not in the development of the next great disruptive technology, but rather in optimizing the technologies that exist today — technologies which marketers haven't even begun to scratch the surface of the possibilities. The future is happening now. Savvy marketers will take advantage of all the technologies available to continue to put the "R" back in CRM.