Analysts Examine Future Trends and Innovations for CRM at Gartner CRM Summit in Washington D.C., September 8-10, 2008
As community marketing continues to evolve, organizations can target “Generation Virtual” by providing socialization tools to customers and prospects depending on their purpose and the level of customer engagement, according to Gartner, Inc.
Unlike previous generations, Generation Virtual (also known as Generation V) is not defined by age — or gender, social demographic or geography — but is based on demonstrated achievement, accomplishments and an increasing preference for the use of digital media channels to discover information, build knowledge and share insights. Generation V is the recognition that general behavior, attitudes and interests are starting to blend together in an online environment.
Gartner has identified four levels of engagement within Generation V, addressing both the extent to which customers will engage with other customers, as well as the level of engagement needed from businesses to enable the community. The four levels of engagement include: creators, contributors, opportunists, and lurkers.
“Companies should plan to segment all four levels in the community - each has significant business value,” said Adam Sarner, principal research analyst at Gartner. “Differentiation exists between sectors and industries. Marketers with strong brands attract more creators. Certain industries, such as insurance, draw more lurkers.”
By recognizing and accommodating these levels, companies can harness their influence for marketing purposes, and ultimately, for transactions.
Gartner recommends marketing organizations should:
Additional information is available in the Gartner report "How to Determine Levels of Engagement for Generation Virtual." The report is available on Gartner's Web site at http://www.gartner.com/DisplayDocument?ref=g_search&id=684508&subref=simplesearch.
Gartner analysts will examine additional trends in the CRM market at the Gartner CRM Summit, which will be held September 8-10 at the Gaylord National Resort & Convention Center in Washington, D.C. The Gartner CRM Summit is a comprehensive event offering the latest customer strategies and technologies, how those technologies affect customer relationship initiatives, and what organizational and cultural changes must occur to meet a company’s goals. Additional information is available at www.gartner.com/us/crm.
Members of the media can register by sending an e-mail to Christy Pettey at firstname.lastname@example.org.
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