Defining a selection procedure of CRM systems for the information-analytical support to the marketing activities at an enterprise
DOI:
https://doi.org/10.15587/1729-4061.2024.298301Keywords:
digital marketing, Internet marketing, information and analytical support of relationship marketing, CRM systemAbstract
The object of this study is digital marketing at an enterprise. The investigated problem is the lack of a sufficient level of systematic consideration of the task to use information communication systems and technologies in the marketing activities of enterprises. Availability of such a system would increase the company's potential in creating mutual value for the seller and the client when implementing relationship marketing technologies.
It is shown that the information and analytical support of the enterprise's marketing activity can be presented as a tool of the enterprise's activity, functioning as an element of the enterprise's management system. Among the general criteria for choosing a CRM system, it is proposed to consider convenience and ease of use, flexibility of system settings for special business needs, price, simplicity. Such consideration of CRM systems and their capabilities provide economic effects that affect the profitability of the enterprise and prevent the impact of negative factors on the development of the company.
The proposed procedure for choosing an adequate CRM system was verified on the example of a dental clinic, which made it possible to draw a conclusion about the feasibility of implementing a CRM system in the business under study. It is based on received estimates of short-term and long-term economic effects of the system's application. Calculated data are provided for support, which showed that the productivity of the administrator's work increased by 73.3 %, and the average duration of patient care by the doctor, taking into account the time of registration, decreased by 25 %. This is due to the fact that the system makes it possible to perform a quick search on the general electronic database, and the time saved at this stage can be spent on performing additional work
References
- Tsyfrova ekonomika: trendy, ryzyky ta sotsialni determinanty (2020). Kyiv. Available at: https://razumkov.org.ua/uploads/article/2020_digitalization.pdf
- Ukraina 2030E – kraina z rozvynutoiu tsyfrovoiu ekonomikoiu. Ukrainskyi instytut maibutnoho. Available at: https://strategy.uifuture.org/kraina-z-rozvinutoyu-cifrovoyu-ekonomikoyu.html
- Worthington, S., Horne, S. (1998). A new relationship marketing model and its application in the affinity credit card market. International Journal of Bank Marketing, 16 (1), 39–44. https://doi.org/10.1108/02652329810197870
- Egan, J., Bruhn, M. (2005). Relationship Marketing: Management of Customer Relationships. Pearson Education, 268.
- Zhang, R., Jiang, C., Zhang, J., Fan, J., Ren, J., Xia, H. (2023). Reinvigorating sustainability in Internet of Things marketing: Framework for multi-round real-time bidding with game machine learning. Internet of Things, 24, 100921. https://doi.org/10.1016/j.iot.2023.100921
- Liu, Y., Alzahrani, I. R., Jaleel, R. A., Sulaie, S. A. (2023). An efficient smart data mining framework based cloud internet of things for developing artificial intelligence of marketing information analysis. Information Processing & Management, 60 (1), 103121. https://doi.org/10.1016/j.ipm.2022.103121
- Li, P., Zhou, Y., Huang, S. (2023). Role of information technology in the development of e-tourism marketing: A contextual suggestion. Economic Analysis and Policy, 78, 307–318. https://doi.org/10.1016/j.eap.2023.03.010
- Mathews, S., Bianchi, C., Perks, K. J., Healy, M., Wickramasekera, R. (2016). Internet marketing capabilities and international market growth. International Business Review, 25 (4), 820–830. https://doi.org/10.1016/j.ibusrev.2015.10.007
- Bianchi, C., Mathews, S. (2016). Internet marketing and export market growth in Chile. Journal of Business Research, 69 (2), 426–434. https://doi.org/10.1016/j.jbusres.2015.06.048
- Varadarajan, R., Welden, R. B., Arunachalam, S., Haenlein, M., Gupta, S. (2022). Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions. International Journal of Research in Marketing, 39 (2), 482–501. https://doi.org/10.1016/j.ijresmar.2021.09.002
- Biemans, W. (2023). The impact of digital tools on sales-marketing interactions and perceptions. Industrial Marketing Management, 115, 395–407. https://doi.org/10.1016/j.indmarman.2023.10.015
- Xia, L., Baghaie, S., Mohammad Sajadi, S. (2024). The digital economy: Challenges and opportunities in the new era of technology and electronic communications. Ain Shams Engineering Journal, 15 (2), 102411. https://doi.org/10.1016/j.asej.2023.102411
- Terho, H., Mero, J., Siutla, L., Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294–310. https://doi.org/10.1016/j.indmarman.2022.06.006
- Killian, G., McManus, K. (2015). A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58 (5), 539–549. https://doi.org/10.1016/j.bushor.2015.05.006
- Hawaldar, I. T., Ullal, M. S., Sarea, A., Mathukutti, R. T., Joseph, N. (2022). The Study on Digital Marketing Influences on Sales for B2B Start-Ups in South Asia. Journal of Open Innovation: Technology, Market, and Complexity, 8 (1), 23. https://doi.org/10.3390/joitmc8010023
- Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39 (2), 541–565. https://doi.org/10.1016/j.ijresmar.2021.09.005
- Bala, M., Verma, D. (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8 (10), 321–339. Available at: https://ssrn.com/abstract=3545505
- Luo, Z., Guo, J., Benitez, J., Scaringella, L., Lin, J. (2024). How do organizations leverage social media to enhance marketing performance? Unveiling the power of social CRM capability and guanxi. Decision Support Systems, 178, 114123. https://doi.org/10.1016/j.dss.2023.114123
- Tsentr medychnoi statystyky Ministerstva okhorony zdorovia Ukrainy. Available at: https://dostup.pravda.com.ua/body/tsientr_miedichnoyi_statistiki_moz_ukrayini
- Mazur, I., Vakhnenko, O., Rybachuk, A., Mazur, P. (2021). Analysis of the main indicators of dental care in Ukraine for 2020. Oral and General Health, 2 (3), 32–38. https://doi.org/10.22141/ogh.2.3.2021.240727
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Diana Raiko, Yuliia Shypulina, Liudmyla Potrashkova, Nataliia Illiashenko, Viktoriia Bozhkova, Zoia Konokhova, Mariіa Miroshnуk, Szabolcs Nagy, Sergii Illiashenko, Assem Abdunurova
This work is licensed under a Creative Commons Attribution 4.0 International License.
The consolidation and conditions for the transfer of copyright (identification of authorship) is carried out in the License Agreement. In particular, the authors reserve the right to the authorship of their manuscript and transfer the first publication of this work to the journal under the terms of the Creative Commons CC BY license. At the same time, they have the right to conclude on their own additional agreements concerning the non-exclusive distribution of the work in the form in which it was published by this journal, but provided that the link to the first publication of the article in this journal is preserved.
A license agreement is a document in which the author warrants that he/she owns all copyright for the work (manuscript, article, etc.).
The authors, signing the License Agreement with TECHNOLOGY CENTER PC, have all rights to the further use of their work, provided that they link to our edition in which the work was published.
According to the terms of the License Agreement, the Publisher TECHNOLOGY CENTER PC does not take away your copyrights and receives permission from the authors to use and dissemination of the publication through the world's scientific resources (own electronic resources, scientometric databases, repositories, libraries, etc.).
In the absence of a signed License Agreement or in the absence of this agreement of identifiers allowing to identify the identity of the author, the editors have no right to work with the manuscript.
It is important to remember that there is another type of agreement between authors and publishers – when copyright is transferred from the authors to the publisher. In this case, the authors lose ownership of their work and may not use it in any way.
