As the dotcom meltdown takes its toll, leading Indian advertising agencies are now focussing on Customer Relationship Management (CRM) services. CRM has now become the buzzword in the Indian marketplace and in a bid to retain customers, marketers are now opting for CRM initiatives as part of their marketing mix.
FCB-Ulka i, the interactive wing of FCB Ulka Advertising Ltd., has set up branch offices in Delhi and Bangalore as part of its expansion plans. As part of its CRM initiatives, the agency has set up customer data collection centres across 50 cities in India.
For its client, Tata Engineering, FCB-Ulkai has recently kicked off an aggressive CRM programme to promote Tata Indica.
Grey India also plans to introduce eCRM initiatives to target Netizens. Ambience D’Arcy launched its division ‘Dialogue’ last year. At present, Ambience D’Arcy designs CRM initiatives for Ingram Micro, Exide and Tata Yellow pages.
TBWA Anthem Interactive media’ is currently beefing up its resources to integrate technological advances with customer relationship management techniques. Over the last few years, the agency has acquired experience on CRM techniques across the globe.