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International Conference on Business Information Systems

BIS 2019: Business Information Systems Workshops pp 383–395Cite as

Social CRM Services in Digital Marketing Agencies: A Preliminary Study on Service Offerings in Germany

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Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 373))

Abstract

Outsourcing of Digital Marketing services is a commonly adopted strategy in the market. The increasing importance of the Social CRM topic and its data analysis feature sheds light on specific changes that might occur on how Digital Marketing Agencies offer their services, as well as on outsourcing practices. This work analyzes the Social CRM services provided by these agencies and validates them according to the German market. It focuses on a preliminary phase within the research process, which aims at discovering outsourcing practices within German SMEs. The results support the adaptation and validation of the Social CRM services according to the German Digital Marketing Agencies. Additionally, it provides an overview on the types of service German agencies provide, as well as the practical implications for these companies.

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Author information

Authors and Affiliations

  1. Social CRM Research Center, Leipzig, Germany

    Julio Viana

  2. Leipzig University, Leipzig, Germany

    Maarten van der Zandt, Olaf Reinhold & Rainer Alt

Authors
  1. Julio Viana
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  2. Maarten van der Zandt
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  3. Olaf Reinhold
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  4. Rainer Alt
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Corresponding author

Correspondence to Julio Viana .

Editor information

Editors and Affiliations

  1. Poznań University of Economics and Business, Poznan, Poland

    Witold Abramowicz

  2. University of Seville, Seville, Spain

    Rafael Corchuelo

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Viana, J., van der Zandt, M., Reinhold, O., Alt, R. (2019). Social CRM Services in Digital Marketing Agencies: A Preliminary Study on Service Offerings in Germany. In: Abramowicz, W., Corchuelo, R. (eds) Business Information Systems Workshops. BIS 2019. Lecture Notes in Business Information Processing, vol 373. Springer, Cham. https://doi.org/10.1007/978-3-030-36691-9_32

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  • DOI: https://doi.org/10.1007/978-3-030-36691-9_32

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-36690-2

  • Online ISBN: 978-3-030-36691-9

  • eBook Packages: Computer ScienceComputer Science (R0)

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