数字营销自动化

Tetiana Iankovets
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引用次数: 0

摘要

在不确定的数字环境中,竞争日趋激烈,这就需要采用新的方法来提高营销和业务效率。通过收集、处理和分析来自各种来源和软件服务的大量客观客户数据,业务流程和市场营销自动化可确保旨在改善客户体验的管理决策。对公司而言,它通过自动化日常流程节省了时间和资源,而且,鉴于客户体验的改善和目标受众相应的忠诚度,它有助于提高营销投资的效率,改善数字营销(DM)和业务的有效性。本文旨在证实基于 ESP 和其他 DM 软件服务与 CRM 系统集成的单一用户配置文件结构。 文章提出假设:在将 ESP 和其他 DM 软件服务与 CRM 系统集成的基础上,通过加快沟通和改善客户体验来创建单一用户配置文件,这将从总体上提高 DM 和业务的效率。研究采用了一般科学方法和特殊方法:分析与综合、系统结构分析、比较、系统化、结果的逻辑概括。电子邮件营销受到了相当大的关注,它仍然是最受欢迎的 DM 自动化工具之一,因为它可以顺利地引导消费者通过销售漏斗,并获得较高的营销投资回报。客户关系管理系统(CRM)和 ESP 集成的有效性已得到证明,这是因为后者在通过电子邮件与消费者互动方面具有专业性和功能性。DM 自动化的技术、阶段和工具系统化。建议在单个用户配置文件中收集特定消费者的所有信息。这就需要为每个业务流程找到技术解决方案,并将软件服务连接到一个数字生态系统中。通过将所使用的服务整合到一个单一的用户配置文件中,在一个地方收集有关公司客户及其在所有互动点的旅程的信息,可以在营销和业务方面做出更有效的决策,并实现业务目标。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Digital marketing automation
Increased competition in an uncertain digital environment requires new approaches to improving marketing and business efficiency. Automation of business processes and marketing ensures management decisions aimed at improving customer experience by collecting, processing, and analyzing a huge amount of objective customer data from various sources and software services. For the company, it saves time and resources by automating routine processes, and, given the improved customer experience and corresponding loyalty of the target audience, it helps to increase the efficiency of marketing investments and improve the effectiveness of digital marketing (DM) and business. The article is aimed at substantiating the structure of a single user profile based on the integration of ESP and other DM software services with a CRM system.  The hypothesis is formulated: creating a single user profile based on the integration of ESP and other DM software services with a CRM system by speeding up communication and improving customer experi­ence will increase the efficiency of DM and business in general. The research was conducted using general scientific and special methods: analysis and synthesis, system-structural analy­sis, comparison, systematic, logical generali­zation of results. Considerable attention is paid to email marketing, which remains one of the most popular DM automation tools, as it allows you to smoothly guide the consumer through the sales funnel with a high return on marketing investment. The effectiveness of integrating a CRM system and an ESP is proved, due to the specialization and functional features of the latter in interacting with consumers via email. The technologies, stages and tools of DM automation are systematized. It is proposed to collect all information about a particular consumer in a single user profile. This requires finding a technical solution for each business process and connecting software services into a single digital ecosystem. Collecting information about the company’s customers and their journey at all points of interaction in one place by integrating the services used into a single user profile allows you to make more effective decisions in marketing and business and achieve business goals
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