arvato Systems and IBM held a seminar on ‘Precision Marketing as a Driver for E-Commerce’ on 16 May at the Hyatt Hotel in Beijing. Numerous customers from the retail sector and specialists in the e-commerce industry exchanged views on the latest developments in e-commerce.
The seminar was opened by Wang Kening, General Manager of Channel Business Development for IBM Software Group in Greater China. After the welcome speech, the participants were introduced to IBM’s ‘Smarter Commerce’ concept by Lin Shouchang, Senior Marketing Manager at IBM Software Group.
Roger Tan and Derrick Rong of arvato Systems China then presented arvato Systems China’s multi-channel strategy in e-commerce business and demonstrated how it is possible for customers to increase efficiency by using multi-channel concepts and e-CRM services. Instead of a marketing concept that distributes marketing expenses evenly across all potential consumers, precision marketing makes optimal use of resources by initially segmenting the customers and then using a target-group-specific sales approach. Automation of the selection processes saves time, and the optimized allocation of resources leads to an increase in profits over the long term. “The change from a quantitative to a qualitative process is noticeable,” says Rong.
Contact:
arvato Systems
Hubert Peter
Telephone: +49 5241 80 1827
E-Mail: hubert.peter@bertelsmann.de
The seminar was opened by Wang Kening, General Manager of Channel Business Development for IBM Software Group in Greater China. After the welcome speech, the participants were introduced to IBM’s ‘Smarter Commerce’ concept by Lin Shouchang, Senior Marketing Manager at IBM Software Group.
Roger Tan and Derrick Rong of arvato Systems China then presented arvato Systems China’s multi-channel strategy in e-commerce business and demonstrated how it is possible for customers to increase efficiency by using multi-channel concepts and e-CRM services. Instead of a marketing concept that distributes marketing expenses evenly across all potential consumers, precision marketing makes optimal use of resources by initially segmenting the customers and then using a target-group-specific sales approach. Automation of the selection processes saves time, and the optimized allocation of resources leads to an increase in profits over the long term. “The change from a quantitative to a qualitative process is noticeable,” says Rong.
Contact:
arvato Systems
Hubert Peter
Telephone: +49 5241 80 1827
E-Mail: hubert.peter@bertelsmann.de
