ITV to use CRM to boost email marketing

In order to improve return visits to its website, ITV has launched a new campaign via business management software to become more relevant to the individual customer's needs, it has been reported.

In an interview with Marketing Week, ITV's customer relationship management (CRM) manager Oliver Fisher said the approach is targeted squarely at allegiance to the channel.

Speaking to the online magazine, Mr Fisher explained: "It has become more important to increase loyalty. A deeper relationship will provide more revenue."

Emails, which the recipient has the choice to receive, will be compiled on the subject matter the person has browsed on the site, meaning messages may contain anything from celebrity gossip to breaking sports news, while updates on flagship shows such as the Bill and the X Factor could also form part of the emails.

Another website that has undergone some changes in recent weeks is that of Atlantic Global, which hopes to make things even easier for people interested in an investment in one of its six modules: Resource Scheduling, Strategic Planning, Timesheets, Expenses, Project Planning and Customer Relationship Management.

Small Business Management Software from Atlantic Global OnDemand.

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