{"id":13602,"date":"2022-07-28T13:07:00","date_gmt":"2022-07-28T13:07:00","guid":{"rendered":"https:\/\/www.digitalresponse.es\/?p=13602"},"modified":"2022-07-28T13:07:00","modified_gmt":"2022-07-28T13:07:00","slug":"el-prospect-relationship-management-en-el-contexto-del-ecrm","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/el-prospect-relationship-management-en-el-contexto-del-ecrm\/","title":{"rendered":"Prospect Relationship Management in the context of eCRM"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2022\/07\/prm-y-ecrm-1024x512.jpg\" alt=\"\" class=\"wp-image-13632\"\/><\/figure>\n\n\n\n<br>\n\n\n\n<p class=\"has-drop-cap has-normal-font-size\">A diferencia de la gesti\u00f3n de la relaci\u00f3n con los clientes (CRM), el eCRM nos permite establecer relaciones consistentes con prospectos gracias a la informaci\u00f3n que obtenemos de ellos a trav\u00e9s de internet. En el contexto del marketing relacional <strong>el concepto CRM se ve ampliado por el de PRM (Prospect Relationship Management).<\/strong><\/p>\n\n\n\n<br>\n\n\n\n<p class=\"has-normal-font-size\">En el PRM utilizamos la informaci\u00f3n que recogemos de los prospectos (qu\u00e9 visitan en el site cuando se registran, con qu\u00e9 frecuencia lo hacen, qu\u00e9 informaci\u00f3n sociodemogr\u00e1fica declaran en el registro, si abren o no los emails, d\u00f3nde hacen click, etc.) con el objetivo de:<\/p>\n\n\n\n<br>\n\n\n\n<p class=\"has-normal-font-size\"><strong>-<\/strong> Desarrollar estrategias que permitan, entre otros, detectar qu\u00e9 usuarios son m\u00e1s proclives a convertirse en clientes en el corto plazo.<\/p>\n\n\n\n<p class=\"has-normal-font-size\"><strong>-<\/strong> Conocer el origen de captaci\u00f3n que nos aportan registros de mayor o menor calidad.<\/p>\n\n\n\n<p class=\"has-normal-font-size\"><strong>-<\/strong> Hacer m\u00e1s eficiente la inversi\u00f3n en captaci\u00f3n.<\/p>\n\n\n\n<br>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<blockquote class=\"wp-block-quote is-style-default is-layout-flow wp-block-quote-is-layout-flow\"><p>En el marketing relacional online (eCRM) emerge la figura del usuario como una entidad propia (persona) en el seno de una base de datos de marketing<\/p><\/blockquote>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<p class=\"has-normal-font-size\">La gesti\u00f3n de CRM y de PRM son dos caras de una misma realidad: el usuario. Por usuario nos referimos a las personas que interact\u00faan con la organizaci\u00f3n en medios digitales. As\u00ed, en el marketing relacional online (eCRM) emerge la figura del usuario como una entidad propia (persona) en el seno de una base de datos de marketing.<br>Esto nuevo enfoque nos permite complementar la planificaci\u00f3n de campa\u00f1as habituales, con un enfoque orientado a establecer relaciones en tiempo real y de forma sostenida con el usuario. En este sentido, existen <a href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/guia-automatizacion-email-marketing-b2c\/\" target=\"_blank\" rel=\"noreferrer noopener\">programas que han demostrado ser de gran val\u00eda para fortalecer los lazos entre una marca y sus usuarios.<\/a><\/p>\n\n\n\n<p class=\"has-normal-font-size\">La definici\u00f3n estrat\u00e9gica de un proyecto de marketing relacional online estar\u00eda compuesta por:<\/p>\n\n\n\n<br>\n\n\n\n<p class=\"has-normal-font-size\"><strong>-<\/strong> Identificar a los usuarios (clientes y prospectos) con proyecci\u00f3n y potencial futuro.<\/p>\n\n\n\n<p class=\"has-normal-font-size\"><strong>-<\/strong> Discriminarlos respecto al conjunto de los usuarios, fijando objetivos individuales o por grupo.<\/p>\n\n\n\n<p class=\"has-normal-font-size\"><strong>-<\/strong> Concentrar en estos usuarios los mayores esfuerzos de activaci\u00f3n, crecimiento y retenci\u00f3n.<\/p>\n\n\n\n<p class=\"has-normal-font-size\"><strong>-<\/strong> Gestionar relaciones de colaboraci\u00f3n para crear un valor superior en la gesti\u00f3n de los procesos clave.<\/p>\n\n\n\n<br>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/jordi-blog-1.jpg\" alt=\"\" class=\"wp-image-11603\" width=\"384\" height=\"161\"\/><\/figure>","protected":false},"excerpt":{"rendered":"<p>A diferencia de la gesti\u00f3n de la relaci\u00f3n con los clientes (CRM), el eCRM nos permite establecer relaciones consistentes con prospectos gracias a la informaci\u00f3n que obtenemos de ellos a trav\u00e9s de internet. En el contexto del marketing relacional el concepto CRM se ve ampliado por el de PRM (Prospect Relationship Management). En el PRM [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"post_folder":[],"class_list":["post-13602","post","type-post","status-publish","format-standard","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El Prospect Relationship Management en el contexto del eCRM - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/el-prospect-relationship-management-en-el-contexto-del-ecrm\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El Prospect Relationship Management en el contexto del eCRM - Digital Response\" \/>\n<meta property=\"og:description\" content=\"A diferencia de la gesti\u00f3n de la relaci\u00f3n con los clientes (CRM), el eCRM nos permite establecer relaciones consistentes con prospectos gracias a la informaci\u00f3n que obtenemos de ellos a trav\u00e9s de internet. En el contexto del marketing relacional el concepto CRM se ve ampliado por el de PRM (Prospect Relationship Management). 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