One-to-one marketing is now viewed as an integral methodology for achieving customer relationship management (CRM) results, says new research from IDC. The concept of one-to-one marketing has been so well absorbed into CRM that vendors who concentrate on highlighting the practical benefits of their CRM products or services will have more success

"Marketers have had the theoretical benefits of CRM pounded into them for years, while savvy customers know that they can and should be treated as individuals when they shop," says Bob Blumstein IDC's director for CRM analytics and marketing applications. "Together, those forces will help the CRM market to flourish. One to one is a valid concept, but it has become a secondary talking point. It's now a game of 'show me the ROI'."

According to a new IDC survey, 78 percent of respondents labeled CRM applications as a high priority, implying the CRM market is far from mature and that there is plenty of room for continued sales growth. More than half of survey respondents also reported creating one-to-one marketing capability was one of their goals.

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