Оптимізація бізнес-процесів відділу маркетингу за допомогою інформаційних технологій

Abstract

The aim of the article is to analyze the impact of information technology on the efficiency of business processes in modern marketing. A business process optimization helps an enterprise increase its competitiveness by reducing the time from product development to market launch and reducing production and promotion costs. This helps to enhance the efficiency of marketing strategies and increase the profitability of the enterprise. Optimization of business processes in marketing, in particular through the use of process management, is an important element of the company’s strategy for achieving success and ensuring competitiveness in the market. Information technology plays a key role in today’s progress. Under modern business conditions, information technology becomes a powerful tool for increasing the competitiveness of an enterprise, becomes a necessary component of its management system, an important element of its international activity. The rapid progress of information technologies requires increased attention to the processes of their implementation and use. Ignoring current digital trends can lead to business degradation. By analyzing different types of information technology, such as customer relationship management systems, marketing process automation, analytics systems, internet marketing and mobile technologies, social media instruments, data analytics and machine learning platforms, the article explores how these tools contribute to improving productivity and achieving the strategic goals of enterprise marketing departments. The given examples of specific programs and platforms, their advantages and disadvantages, plus a detailed analysis illustrate the importance of using information technology for the successful implementation of marketing strategies and ensuring the competitiveness of enterprises in the modern business environment. Information technology plays a crucial role in the progress of modern marketing, assisting businesses in improving the efficiency of their business processes and ensuring a high level of competitiveness.