IMPROVEMENT OF MARKETING ACTIVITY OF ENTREPRENEURS IN THE BUILDING MATERIALS MARKET

Abstract

The article analyzes the current external crisis factors affecting the work of enterprises in 2020-2021 and identifies the most effective improvements in marketing activities of enterprises in the world today. Which include the transition to online marketing of those who were engaged only offline, creating an image of a safe and reliable company during a pandemic, and more in-depth work with analytics, by analyzing the company's website, installing an IP-telephony system and implementing CRM-systems. Practical recommendations for changing the marketing of businesses in the building materials market through the use of CRM-systems - is the analysis of customer data, improving segmentation, integrating e-marketing, individualization of marketing messages and more personalized content to help set up promotions and innovation according to customer characteristics. By combining social media with CRM data, the company can increase customer interaction with the company's core information while focusing not only on the new customer, but also promotes relationships with existing customers, and works by revealing potential customers with keywords and hashtags. The decision to implement CRM will also allow departments to report much more quickly through several different databases with the necessary information, which will always be at hand in a few simple steps. Different departments will be able to easily access the same information in one place, and the company's management will be able to analyze whether previous campaigns have been successful. And although such systems are premium and not cheap, their implementation can potentially reduce the cost of services or products provided, as productivity will increase through the optimization of workflows, both internal and external. Keywords: marketing, marketing activities, CRM-systems.