Mobile marketing technology offers opportunities to enhance the customer experience. The marketing world is awash in acronyms and terms that reflect the technological changes practitioners are facing today. One common acronym—CRM, or customer relationship management—revolves around the theme of customer experience. It highlights the notion that the customer is king—though that philosophy has been a constant going back to the days of traditional mass marketing. The marketing discipline has since evolved to embrace CRM and analytics for use in targeted, direct marketing programs. Looking at the customer from a 360-degree perspective was the key to effective CRM-based marketing.
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