Data Mining of Social Media – the Bridge between Traditional and Social CRM
Sohail Subhani · International Journal of Business Humanities and Technology · 2019
During the mid-1980's, the marketing focus shifted from the traditional marketing mix model of 4 P's to relationship marketing.Relationship marketing, an approach that develops strong connection with customers by promoting customer loyalty, interaction, and long-term engagement, is the philosophy behind customer relationship management (CRM).Traditional CRM programs of the mid -1980's facilitated one-way communication from the business to the customer.However, with the coming of the internet and social media in the 1990's, two-way communication between the business and the customers became the norm.Marketing focus once again shifted -from customer relationship management to customer engagement.Large amounts of unstructured social media data generated by customerbusiness interactions require integration of data mining tools and social media into the CRM to unlock potential information.