It’s not what you know digitally, it’s who you know digitally: Effectiveness of CRM systems and media entrepreneurship

Abstract

Purpose of this paper

Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The rapid and widespread development of social media has transformed the way people interact, and by extension how firms can engage with their customers. No longer needing the “throw it at the wall and see if it sticks” approach that many marketers identified with print advertising, new and interesting channels have grown through the establishment of operators such as Facebook, LinkedIn and Twitter through mobile platforms. Instead of hoping potential consumers might see an ad on page seven of the newspaper, firms now know their specific customers will see a promotion and know exactly when they use it.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

What is original/value of paper?

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "It’s not what you know digitally, it’s who you know digitally: Effectiveness of CRM systems and media entrepreneurship", Strategic Direction, Vol. 36 No. 1, pp. 4-6. https://doi.org/10.1108/SD-10-2019-0187