Merkle, which had formerly touted itself as a database marketing firm, has changed its brand image to “customer relationship marketing agency.”
“As Merkle has broadened its capabilities and scope to include all of the activities that influence the customer portfolio, we believe our new brand position better reflects who we are today and the agency we aspire to be in the future,” Merkle president and CEO David Williams said in a statement.
Williams continued, “Our value proposition is no longer to simply enable information, but to use data-driven insight to optimize our clients’ sales, marketing and service programs across the enterprise. Database marketing is no longer a comprehensive description of Merkle’s solutions. There is a ‘perfect storm’ occurring in marketing today, in that the industry is demanding both accountability and a customer-centric focus. Marketers are elevating the conversation from ‘How do we do great advertising?’ to ‘How do we do great marketing?’ to ‘How do we do great customer relationship marketing?’ Our transition to a CRM agency reflects our evolution as a company, and the growing importance of customer-centric marketing to our customers and prospects.”
