Evaluating the effectiveness of integrated marketing communications while implementing a CRM system in the agricultural industry

Anna Fedyaeva,Anastasiya Babintseva,Olga Lezhnina,Alla Egorova,V Kankhva

doi:10.1051/e3sconf/202125806061

Anna Fedyaeva, Anastasiya Babintseva + Show 3 more

Open Access

https://doi.org/10.1051/e3sconf/202125806061

Copy DOI

Abstract

This article deals with the problem of insufficient objective characteristics for determining the productivity of integrated marketing communications in business and organizations of various fields of activity, including those involved in ecology, energy, etc. The relevance of the work is due to the massive distribution of various marketing communications tools, often customized and used today through CRM systems. The aim of the study is to determine the criteria for evaluating the effectiveness of integrated marketing communications tools, reflected in CRM systems. The author uses methods of the structural and functional approach. The research is based on the descriptive and analytical method. The result of the work is a list of parameters reflected in the CRM system. They can help consider the degree of effectiveness of integrated marketing communications used in business and organizations of various fields of activity, including those involved in the field of ecology, energy, etc. Moreover, the list of criteria can be used to determine the degree of successful implementation of a CRM system and individual tools of integrated marketing communications.

Highlights

Any business or an organization is a complex system that can not fully function without the well-established work of all the components
The subject: qualitative and quantitative parameters reflecting the effectiveness of integrated marketing communications in a customer relationship management (CRM) system used in business and organizations in various fields of activity, including those involved in the field of ecology, energy, etc
The purpose: to determine the criteria for evaluating the effectiveness of the organization's integrated marketing communications tools, which are reflected in the CRM system used in business and organizations in various fields of activity, including those involved in the field of ecology, energy, etc

Summary

Introduction

Any business or an organization is a complex system that can not fully function without the well-established work of all the components. Today the most important question is about the effective interaction of the advertising and PR department and the marketing department, that is, the close relationship between promotion and sales in order to achieve a goal. Employees of two departments reject this fact and sometimes it becomes the reason for the deterioration of the financial component. CRM systems, initially used only for managing the internal structure of an organization, are rapidly developing today and become powerful platforms for promotion. There is a tendency to combine the activities of departments responsible for advertising and marketing.

Objectives

Methods

Results

Discussion

Conclusion