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Social CRM to grow in importance, marketers told

Rachel Wheeler

April 8, 2011

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Social CRM platforms are expected to increase in popularity in the coming years, with businesses viewing them as a method of keeping hold of existing customers.

That is according to bigmouthedia, which noted that the technology will also be a popular way for organizations to drive marketing messages home.

Andrew Girdwood, media innovations director at the search and digital agency, agrees, noting that social CRM will be a "runaway success" in the coming years, as companies increasingly market their brand online.

He added that "smart companies will put marketing heads and customer relationship management heads together" when it comes to how they employ the likes of Twitter.

"If you can use Twitter to interact you can use it in an effort to retain clients [and] keep people happy as well as push your promotional messages," he explained.

The developing social CRM application market reached $600 million in 2010, Gartner announced last week.

It is expected to reach $1 billion by 2013, according to the information technology research and advisory company.

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