The most frequent marketing campaigns that are associated with (and are sometimes a built-in function of) CRM will be e-mail driven. This might include a simple blast (sending a personalized form letter to one or all segments of your contact list) or a newsletter. Your chosen SCRM may offer other types of campaigns, or it might include none at all. In a future chapter, we will be discussing third-party SCRM integrations and marketing programs. These, including marketing automation, are very common applications.

With SCRM, we now add in the social element, which means that campaigns are extended out to the social channels. Particularly as it relates to SCRM, the ultimate goals of marketing are to create brand awareness, generate leads for sales, and facilitate formal or informal communities of product advocates and ambassadors (fans), which may include influencers (people with established reputations and followers). Once again, as this activity occurs on the social channels...