信使营销是与客户沟通的新层次

Svitlana Semenіuk
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引用次数: 0

摘要

本文发展了信使营销的理论和方法原则,形成了信使营销的方案,并提出了在商业实体实践中使用的主要阶段。值得注意的是,信使营销近年来已成为一种趋势,涉及使用信使工具更好地与目标受众互动,以推广公司或其产品和服务。作为信使工具,您可以考虑向用户发送各种内容:视频、图像、文本、动画等。在乌克兰,最受欢迎的通讯工具是Viber、Facebook Messenger、Skype、Telegram、WhatsApp等。信使营销计划已经制定,其中包括销售部门的流程,信使和流量渠道的流程。定义了公司销售部门的流程,包括crm系统和支付系统的建设,网站和销售经理的工作。考虑了信使的主要过程——渠道、聊天机器人和邮件,并给出了简要的描述。提出了在实践中有效使用信使营销的主要阶段,包括与客户沟通的信使的选择,选择一个有助于自动化沟通的平台,以及收集数据和细分并连接到这个平台,信使与crm系统的集成。信使营销的主要任务被定义为:管理人员工作的自动化和优化,这使得最小化对应用程序的响应时间,潜在客户(线索)的资格,广告成本的优化成为可能。解决这个问题的下一步应该是通过信使营销与客户达到一个新的沟通水平。在未来,crm营销是值得强调的,当不同的渠道和crm系统工作时,聊天机器人被创造出来,它们正在积极地开始整合。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Messenger-marketing as a new level of communication with the client
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.
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