Messenger-marketing as a new level of communication with the client
Title: |
Messenger-marketing as a new level of communication with the client |
Authors: |
SEMENІUK, Svitlana |
Affiliation: |
Ternopil Ivan Puluj National Technical University, 56 Ruska str., 46001, Ternopil, Ukraine |
Bibliographic description (International): |
Semenіuk, S. (2021) Mesendzher-marketynh yak novyi riven komunikatsii z kliientom [Messenger-marketing as a new level of communication with the client]. Sotsialno-ekonomichni problemy i derzhava [Socio-Economic Problems and the State] (electronic journal), Vol. 25, no. 2, pp. 448-456. Available at: http://sepd.tntu.edu.ua/images/stories/pdf/2021/21ssbkzk.pdf |
Journal/Collection: |
Socio-Economic Problems and the State |
Issue: |
2(25) |
Issue Date: |
Nov-2021 |
Submitted date: |
Oct-2021 |
Date of entry: |
24-Sep-2022 |
Publisher: |
Ternopil Ivan Puluj National Technical University |
Country (code): |
UA |
Place of the edition/event: |
Ternopil |
ORCID Id: |
https://orcid.org/0000-0003-3061-4145 |
DOI: UDC: |
https://doi.org/10.33108/sepd2022.02.448 338:658.5 |
JEL: |
М31 |
Keywords: |
messenger marketing |
Number of pages: |
9 |
Page range: |
448-456 |
Start page: |
448 |
End page: |
456 |
Abstract: |
The article develops the theoretical and methodological principles of messenger marketing, forms its scheme and proposes the main stages for use in the practice of business entities. It is noted that messenger marketing has become a trend in recent years and involves the use of messenger tools to better interact with the target audience to promote the company or its products and services. As a messenger tool, you can consider a wide selection of content that should be sent to users: videos, images, texts, animations, etc. In Ukraine, the most popular messengers are Viber, Facebook Messenger, Skype, Telegram, WhatsApp and others. A messenger marketing scheme has been developed, which includes processes in the sales department, processes in messengers and traffic channels. The processes in the sales departments of the companies are defined, which include the construction of the CRM-system and the payment system, the site and the work of the sales managers. The main processes in messengers - funnels, chatbots and mailings are considered and given a brief description. The main stages for effective use of messenger marketing in practice are proposed, including the choice of messengers for communication with customers, the choice of a platform that will help automate communication, as well as collect data and segment and connect to this platform, integration of messengers with CRM-system. The main tasks of messenger marketing are defined: automation and optimization of managers’ work, which makes it possible to minimize the response time to the application, qualification of potential customers (leads), optimization of advertising costs. The next step in solving this problem should be to reach a new level of communication with customers through messenger marketing. In the future, CRM-marketing is worth to be emphasized, when different channels and CRM-systems work, chatbots are created, which are actively beginning to integrate. |
URI: |
http://elartu.tntu.edu.ua/handle/lib/38799 |
ISSN: |
2223-3822 |
Copyright owner: |
Scientific Journal "Socio-Economic Problems and the State" |
URL for reference material: |
http://sepd.tntu.edu.ua/images/stories/pdf/2021/21ssbkzk.pdf |
References (International): |
1. Messenger marketing dlya internet-magazina [Messenger marketing for an online store]. Blog InSales ob internet-torgovle v Ukraine. URL: https://www.insales.com/ua/blogs/blog/messendzher-marketing?lang=ua (in Ukrainian) |
Content type: |
Article |
Appears in Collections: |
Scientific Journal "Socio-Economic Problems and the State" Vol 2(25) |