Top Customer Relationship Marketing Tips for Digital Marketers

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What is Customer Relationship Marketing?

Before I can begin explaining the strengths of Customer Relationship Marketing (CRM) in digital marketing, its crucial that you understand what it actually is first!

As an apprentice on the digital marketer standard, you must be able to understand the benefits, limits and constraints of relationship marketing.

Customer relationship marketing is a marketing strategy that cultivates deeper, more meaningful relationships with customers to ensure long-term satisfaction and brand loyalty. It is comprised of strategies to build client support for a business and its offerings with the aim of increasing brand loyalty.

So, why is it important in digital marketing?

Customer Relationship Marketing is essentially the building blocks for a successful digital marketing campaign- it creates a strong base for promotion of a brands products, services, values, etc. A brand may succeed in the short-term without investing in strong customer relations, however they won’t be able to retain those customers for a very long period of time. By focusing on building a strong customer relations base, a brand will develop meaningful connections with their customers which will in turn lead to loyal, long-term stability.

If a customer experiences bad customer service, they will be unhappy. This will most likely lead to bad reviews spread about a brand which can damage their reputation immediately. If a customer experiences good customer service, they will have a good experience of your products/ services which will lead to them leaving positive reviews and feedback about your brand. It doesn’t matter what industry a brand is in, CRM is equally important and the pathway to success because the most effective way of building good brand reputation is through happy customers!

Top Tips for CRM

  • Respond in a timely manner– set a specific time goal for your response time (aim for around 12-24 hours maximum), communicate this clearly on your channels and be sure to stick to it
  • Align your objectives with the customers objectives– even if this means compromising your own goals or plans, the customers needs come first
  • Make your response personal and tailored to them– let them know you are human, you are understanding and adapt a friendly tone to settle them with their enquiry
  • Don’t copy and paste responses– yes, you should follow a good structure with responses to ensure consistency, however they will notice if you have just copied and pasted your response. This will have an even more negative effect than no response at all!
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Benefits of CRM in digital marketing:

It’s clear that customer relationship marketing plays a crucial role in digital marketing and determines the success of campaigns. Some of the key benefits of CRM include:

  • Strong return on investment (ROI) when CRM has been applied and demonstrated correctly
  • Positive reviews that create a good image for the brand
  • Descriptive feedback that gives customer insight, giving the brand ideas on how they can improve further
  • Word of mouth spread, increasing awareness of brand
  • Ease of cross-selling and potential change (loyal customers are invested in the brand and are more likely to stick by you through adaptations)
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Limitations and constraints of CRM in digital marketing

Despite the endless amount of positive implications when a brand focuses on implementing great customer relationship marketing, there are also some limitations that come along with it…

  • It’s expensive- not only is the customer service pricey, promotions can realistically fail to create loyal customers, which leads to loss
  • It doesn’t work for all types of businesses- if you have a one time buy product, this strategy would see the opposite effects
  • Can focus too much on current customers, leading to neglection of new and potential customers
  • Bad reviews can damage reputation
  • This is a long term strategy and therefore it takes longer to see the positive effects than a short term strategy


The key to success for a brand is customers. Without customers, there is no brand. Customer relationship marketing is the best way for a brand to build their strong customer base, however it may not always be the best option depending on the product/ service offering. This is why understanding the pros, cons and top tips of CRM is so crucial for the strength of a digital marketers understanding and capabilities.

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To find out more technical knowledge, read through the digital marketing standard or occupational brief.

Academic Professional Apprenticeship- Level 7

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Why wait? Take your career the next step today!

Have you just finished your postgraduate academic training and are looking for the best way to challenge and develop your professional capabilities? Let me take you through an outline of the Level 7 Academic Professional apprenticeship that would be your best option to take your career to the next step..

What is an Academic Professional?

The Academic Professional Apprenticeship (Level 7) entails extensive training and work experience in the core elements and in a specialist route of choice. The options to specialize in are either teaching or research. At entry point, individuals have foundation expertise in a particular subject discipline, but still require the training explained below to acquire full competency as an Academic Professional.

Academic Professionals work within the higher education sector, delivering higher education teaching and undertaking research to support the development of knowledge within their discipline. They can work in either Universities, Colleges or the Private sector, and their role is to develop and share knowledge with key stakeholders around them. Through this, they support the advancement of the discipline and resolution of major challenges.

Does this sound like the end goal you want to reach? Continue reading to find out more about the knowledge, skills that are expected of a likely candidate, as well as further detail about the course itself.

The Academic Professional will undertake the core role but will also choose one specialist path to go down- teaching and supporting learning, or undertaking research:

Specialism 1: Teaching

They specialize in teaching and the support of student learning at undergraduate, post graduate taught and research levels. Play a leading role in the development of current learning and teaching practice, pedagogical and assessment methodologies, advanced skill in supporting learning for diverse groups of learners (including those with disabilities). Delivery of high level of information literacy and the application of technologies in support of learning, promotion of independent learning skills and other teaching techniques.

Going down this route will mean contributing to changes of practice by developing innovative forms of teaching with students working towards higher-level learning at levels 4 to 8 in the Framework for HE Qualifications in England, Wales and Northern Ireland.

Specialism 2: Research

Individuals choosing to specialize in research will have the capacity to operate as a principal investigator. Responsibilities include competing for external funding, managing research projects and budgets and creating research outputs. They will specialize in research activities, often within a research team addressing major challenges facing the world, or those of public or private funders and commissioners of research.

Going down this route will mean playing a lead role in wider research management, oversight and development of research-related funding, collaboration with external organizations and dissemination or research outputs. These competencies reach beyond the original contribution to knowledge in a defined field, which is the prime focus of the research degree held by most Academic Professionals.

Required knowledge, skills & behaviours

There are a variety of key skills and knowledge required for this role, which may seem daunting, however the likely candidate considering this apprenticeship will already have strong knowledge of most of these areas as well as a strong skill base!


  • teaching, assessment and feedback methods used in higher education to support learning and achievement
  • understanding how students learn and how to adapt delivery methods to support needs’
  • how to conduct research within your own and related disciplines
  • regulatory, administrative, financial, planning procedures, risk management, quality assurance and quality enhancement, and how they are related to their role in higher education
  • methods for evaluating the effectiveness of academic activities


  • deliver high quality teaching using lectures, tutorials, practicals or seminars
  • use varying teaching skills depending on the environment and needs
  • develop research questions and hypotheses
  • critical thinking
  • supervise and mentor students
  • communicate orally, write collaboratively and effectively to manage people, processes or teams

Values and Behaviours:

  • ethical, sustainable and inclusive practices and equality of opportunity to a professional standard
  • the desire to continuously develop their knowledge and insight (in relation to career management, responsiveness to opportunities, networking, etc)
  • the need to commit to CPD in relation to relevant contemporary issues (e.g. student employability)
  • the need to be enthusiastic, self-confident, self-reflective to operate effectively

Find out more about core skills in the Academic industry here: 52 Examples of Academic Skills – Simplicable

Further details on this apprenticeship

Entry requirements/ qualifications

Each employer will set their own specific entry requirements and this will likely be a postgraduate degree level (level 7) qualification in an area of disciplinary specialism.

Level 2 Maths & English are required prior to the end-point assesment. For those with an education, health and care plan or legacy statement, the Maths & English requirement is Entry level 3 and British Sign Language qualification are an alternative to English qualifications (if this is their primary language).

Professional Body Recognition

The Apprenticeship Standard and Assessment Plan are aligned to the current editions of the Higher Education Academy UK Professional Standards Framework (UK-PSF) and the Vitae Researcher Development Framework. Successful candidates that meet the requirements will be eligible for professional recognition as a Fellow of the Higher Education Academy.


18-24 months


The Academic Professional course is a great option for those who have considerable expertise in a particular subject discipline, indicated most likely by successful completion of the postgraduate level 7 or 8 qualification, but are in need of the above substantial training to acquire the full title of an Academic Professional. This apprenticeship will give you the chance to build on those key professional skills and will open up endless opportunities. In addition, you will meet peers around you that share the same passion for education and development.

Take a look through the blogs on our website to find out more about what we offer, how we can help and to hear tips, advice and experiences shared by likeminded individuals. Follow us on Twitter or LinkedIn to stay up-to-date with the latest posts, or get in touch below for more information!