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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
sales funnels
chatbots
mailings
CRM system
leads
content
tools
communications


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
https://www.insales.com/ua/blogs/blog/messendzher-marketing?lang=ua.
http://journals.dut.edu.ua/index.php/emb/article/view/2379
https://blog.callibri.ru/chto-takoe-messenger-marketing
http://www.intellect21.nuft.org.ua/journal/2018/2018_2/36.pdf
http://librinfosciences.knukim.edu.ua/article/view/233318
https://ag.marketing/blog/mesendzher-marketing/
http://liber.onu.edu.ua/pdf/visn_econom_23_1(66).pdf
https://ua.4limes.com/vdguki-klntv
http://slaidik.com.ua/yak-vikoristovuvati-mesendzheri-dlya-reklami/


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)
2. Vynoghradova O. V., Drokina N. I., Darchuk V. Gh. (2020) Mozhlyvosti mesendzher-marketynghu dlja prosuvannja tovariv ta poslugh v interneti [Messenger marketing opportunities to promote goods and services on the Internet]. Ekonomika. Menedzhment. Biznes. [Economy. Management. Business]. URL: http://journals.dut.edu.ua/index.php/emb/article/view/2379 (in Ukrainian)
3. Zherinova U. Messendzher-marketing: chto eto i chem on polezen biznesu [Messenger marketing: what is it and how is it useful for business]. Blog Callibri. URL: https://blog.callibri.ru/chto-takoe-messenger-marketing (in Russian)
4. Kordzaja N.R.(2018) Osnovni osoblyvosti mesendzher-marketynghu [The main features of messenger marketing]. Intelekt XXI. [Intelligence XXI]. URL: http://www.intellect21.nuft.org.ua/journal/2018/2018_2/36.pdf (in Ukrainian)
5. Maranchak M. (2021) Mesendzher-marketyngh jak naprjam upravlinnja onlajn-reputacijeju (ORM) kompaniji [Messenger marketing as an area of online reputation management (ORM) of the company]. Ukrajinsjkyj zhurnal z bibliotekoznavstva ta informacijnykh nauk. [Ukrainian Journal of Library Science and Information Sciences]. URL: librinfosciences.knukim.edu.ua/article/view/233318 (in Ukrainian)
6. Mesendzhery jak kanal marketynghu i prodazhiv dlja biznesu [Messengers as a channel of marketing and sales for business] Blogh pro internet marketyngh, SEO ta kontekstnu reklamu kompaniji AG Marketing. URL: ag.marketing/blog/mesendzher-marketing/ (in Ukrainian)
7. Turchyn L., Ostroverkhov V. (2019) Suchasni trendy internet-marketynghu [Modern trends in Internet marketing] Reghionaljni aspekty rozvytku produktyvnykh syl Ukrajiny [Regional aspects of development of productive forces of Ukraine]. (in Ukrainian)
8. Falovych V.A. (2018) Komunikaciji pidpryjemstv v interneti: trendy i naprjamy rozvytku [Communications of enterprises on the Internet: trends and directions of development] Visnyk ONU im. I.I.Mechnykova. [Bulletin of ONU named after II Mechnikov]. URL: http://liber.onu.edu.ua/pdf/visn_econom_23_1(66).pdf (in Ukrainian)
9. Chto takoe messendzher-marketing [What is messenger marketing]. Blog 4 Limes. URL: https://ua.4limes.com/vdguki-klntv (in Ukrainian)
10. Jak vykorystovuvaty mesendzhery dlja reklamy [How to use messengers for advertising]. Blogh pro internet-marketyngh STAIDIK. URL: http://slaidik.com.ua/yak-vikoristovuvati-mesendzheri-dlya-reklami (in Ukrainian) ©


Content type: 


Article


Appears in Collections:


Scientific Journal "Socio-Economic Problems and the State" Vol 2(25)

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