Comprehensive study on-how SNS adds glory to CRM

The advancement of social media over the past decade has changed the way people search for and share product information. In previous times, marketers relied heavily on traditional media such as advertising to convey information about product and they could measure the success of campaign through sales. Today the brands with their consumers in real time through various social media platforms such as facebook, twitter, youtube, google+, yahoo, instagram etc to promote their products, this gives marketers opportunity to evaluate and improve the effectiveness of their marketing strategies. The aim of this paper is to analyse how the SNS adds glory to CRM. Relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. It focuses on creating and delivering time value to the customers as customers are real market players in today's era of digitalization. There has also been a dramatic shift in the relationship between a brand and a consumer. Social media has taken power and control out of the hands of large corporations and famous brands, and has put it in the hands of the consumers.