Social CRM: the Next Evolution in Marketing

Brian Fetherstonhaugh, CEO of OgilvyOne Worldwide, took the stage at the DMA 2012 conference in Las Vegas to discuss the impact of Social CRM.

Over thirty years ago, a phenomenon entered the marketing universe called CRM. Today, the newest game changer has been with social engagement, sweeping across the world with 23% of all online behavior happening in social networks. But there is tension between these two forces. Some marketers see the scale, discipline and commercial value of CRM, and are often too quick to dismiss Social. Others, the digital enthusiasts, think Social is the way to go and that CRM is a thing of the past. Both of these assertions are wrong. The winners in the decade ahead are those who draw on CRM and embrace Social together.

Watch the video below.

Brian Fetherstonhaugh is Chairman and CEO for OgilvyOne Worldwide. Brian has a unique vantage point on how brands are built, how corporate cultures are created, and what happens as the world goes digital. In the course of the past 25 years, Brian has worked hands-on with many of the world’s leading brands, including IBM, American Express, Coca-Cola, IKEA, Unilever, and Nestlé. His book "The Long View: Career Strategies to Start Strong, Reach High and Go Far" will be published by Diversion Books in September 2016.

Posted in The Future of Selling

Leave a Reply

Your email address will not be published. Required fields are marked *