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

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.