Business Developers Research Articles

Using data and analytics to optimise the human resources processes

Introduction: Business development and HR management systems based on modern technologies open up significant prospects for companies to actively promote themselves in the market and achieve positive results in the context of HR management. Currently, many companies are implementing modern HR tools aimed at increasing efficiency and reducing ongoing risks at minimal cost. In this regard, HR analytics has become a necessary tool to help find information about employees and make informed decisions based on it. Objective. Given the relevance of the research topic, it becomes possible to determine its purpose, яка полягає в узагальненні та систематизації підходів до застосування інструментів, програмних продуктів та платформ для аналітики процесів управління персоналом з метою покращення загального економічного стану компанії. Methods. To achieve this goal, the general scientific methods of analysis, synthesis, generalisation, induction and deduction were used. Results. To achieve this goal, the following results were obtained: the essence of HR analytics and the possibilities of its application for personnel management were determined; software products and platforms for analysing personnel management processes were generalised; the main analytical tools used in the field of personnel management were systematised. It is proved that one of the most important areas of application of HR analytics is the recruitment process. Conclusions. With the help of data and new existing analytical methods, HR professionals have the opportunity to optimise recruitment procedures, identify suitable candidates, which will ultimately contribute to improving the company's condition, provided that the labour resources and intellectual capital are used in a rational and balanced manner

Business development management tools in the digital economy

The peculiarities of the digital environment, which contribute to the rapid growth of instability in enterprises' activities, are highlighted. The need to refine certain aspects and tools of traditional strategic planning is substantiated. The essence of digital transformation as a strategic process of business change—based on client-centric principles, systemic innovation, business model adaptation, active data usage, and competency development—is defined. The problems facing Ukrainian companies in digital transformation are highlighted, including insufficient strategy development, organizational culture misalignment with necessary changes, a shortage of digital skills, outdated technologies, lack of coordination between old and new technologies, and the high costs of implementing innovations. The approach to the digital transformation strategy is viewed as a tool for setting priorities that provides businesses with competitive advantages in rapidly changing markets through the application of digital technologies to solve new business challenges. Potential directions for ensuring the flexibility of a digital strategy are highlighted, such as developing partnerships and cooperation, utilizing big data analysis and predictive analytics for real-time decision-making, and employing flexible technologies for both implementation and strategy development. A hypothesis about the feasibility of developing a minimally viable strategy is proposed. As an additional method for increasing the flexibility of the digital transformation strategy, a modular structure for its design is proposed, based on the concept of business architecture, establishing a close connection between enterprise strategy, business model, and IT architecture. A brief overview of digital business models is provided, indicating that ecosystem-type business models, including digital platforms, are the most successful in the digital environment. The stages of digital transformation are outlined, and additional tools for their implementation are considered, such as digital maturity assessment models, a system of key indicators, and a digital transformation road map. A generalized structure of the toolkit for strategic management of business development in the digital environment is proposed, particularly aligned with the stages of digital transformation implementation.

Dynamics of development of consumer preferences and behavioral patterns of generation Z in the digital economy

Relevance. In 2023, representatives of Generation Z entered into active competition in the labor market and began to increase their marketing potential, which made this segment of consumers attractive to companies from different fields. Marketers and business development managers continue to study the consumer preferences and behavioral patterns of Generation Z, born in the digital age.The purpose of the study is to study the dynamics of the development of consumer preferences and behavioral patterns of generation Z in the digital economy.Objectives: to study the dynamics of consumer behavior in the field of e-commerce and methods of online and offline payment; to study the dynamics of consumer preferences of generation Z in the field of reading information from electronic devices.Methodology. A questionnaire of 37 questions has been developed, divided into 4 groups. 300 respondents from Generation Z living in Moscow and the Moscow region took part. The answers were collected using the Google Forms online resource. The study was conducted at the Faculty of Economics of Lomonosov Moscow State University in the Laboratory of Applied Industry Analysis under the supervision of Professor L. V. Lapidus.Results. It was revealed that from 2019 to 2022, the proportion of respondents who prefer non-cash payment methods increased significantly. The proportion of respondents who pay for purchases online has also increased. The proportion of Generation Z representatives is growing, who find it more convenient to pick up purchases from order pick-up points than to deliver via courier.Conclusions. identification of trends in the development of consumer habits and behavioral patterns: the growth of consumption in online stores and marketplaces; minimization of communications in the "person-to-person" system when paying and receiving online purchases; multiscreen a combination of devices of different types to solve everyday tasks. Based on the results and conclusions of the study, recommendations were formulated for companies engaged in various types of interaction with representatives of Generation Z.

AI integration in business development: Ethical considerations and practical solutions

The winds of change are sweeping through the business landscape, propelled by the transformative power of artificial intelligence (AI). This integration isn't merely a technological upgrade; it's a paradigm shift, unlocking a treasure trove of opportunities for companies to achieve unprecedented growth, efficiency, and innovation. Imagine AI-powered systems that analyze vast amounts of data, identify new market opportunities, predict customer behavior with uncanny accuracy, and even automating tedious tasks associated with lead generation and qualification. This is the future that AI promises, a future brimming with potential. However, the path to this future is not without its challenges. The immense power of AI comes with a critical responsibility: ensuring its ethical and responsible use. This review paper delves into the ethical considerations that businesses must navigate as they integrate AI into their business development strategies, exploring potential pitfalls like bias in algorithms, data privacy concerns, and job displacement. But fear not, for this paper doesn't just identify challenges; it also proposes practical solutions to navigate these complexities effectively. By acknowledging the potential for bias in AI algorithms and taking proactive steps to mitigate it, businesses can ensure fairness and inclusivity in their AI-driven decision-making. Imagine a team of data scientists meticulously scrutinizing training data, removing skewed information that could lead to discriminatory outcomes in lead generation or customer targeting. This commitment to responsible data practices fosters trust and ensures AI is used for good. Data privacy is another paramount concern in the age of AI. As AI systems collect and analyze vast amounts of customer data, businesses have a responsibility to safeguard this information. Imagine robust data security measures in place, protecting sensitive customer data with encryption protocols and access controls. Furthermore, fostering transparency about data collection practices and obtaining explicit consent from customers builds trust and demonstrates a commitment to responsible data stewardship. The specter of job displacement also looms large in the discussion of AI. While automation powered by AI might replace some repetitive tasks, it's important to remember that it also creates new opportunities. Imagine a world where AI handles lead scoring and qualification, freeing up human business developers to focus on high-value activities like strategic relationship building and closing deals. By investing in retraining programs and fostering a culture of continuous learning, businesses can empower their workforce to adapt and thrive in this evolving landscape.

Dancing with Change: A Conceptual Analysis of How Family Businesses Embrace Product Development Management

Understanding product development management is crucial, particularly within the context of family businesses, which are renowned for their resistance to change. Family firms demonstrate a paradox in innovation: while inclined toward calculated risk-taking, they often invest less in R&D compared with non-family businesses. This article explores the evolving landscape of product development management literature related to family businesses. It achieves this by meticulously examining pertinent scholarly works. Conducting a systematic review focused on family businesses’ product development management practices. This article poses the following fundamental question: What prior research has delved into the intersection of family businesses and product development management? The authors adopted the updated Preferred Reporting Items for Systematic Review and Meta-Analyses (PRISMA) reporting guidelines to ensure transparency and completeness in their systematic literature review. The research process hinges on accessing academic databases housing peer-reviewed journals, which initially yielded 955 articles. Through a series of discerning study selection phases, this number was pruned down to 68 articles eligible for further assessment. Ultimately, this study incorporates insights from 22 articles. Within the domain of product development management, the responsibility is typically divided among three key parties: marketing, design, and manufacturing. Notably, the findings underscore a predominant emphasis on the marketing perspective in the existing literature. Consequently, this article calls for future research endeavors to delve into the roles of design and manufacturing in the context of family business and product development management.

Electronic Marketing Strategies and Customer Satisfaction of Commercial Banks in Port Harcourt, Rivers State

The study examined the relationship between Electronic Marketing Strategies and Customer Satisfaction of commercial banks in Port Harcourt, Rivers State. The study adopted the correlation survey research design. The target population of this study comprised of 21 registered commercial banks in Port Harcourt, Rivers State gotten through the Central Bank of Nigeria. Given a population of 21 banks which is less than thirty (30), the study adopted a census approach and undertook a study of the entire 21 banks with a focus on the staff (ICT personnel, Service Managers and Business Development Managers). To generate data for the study, sixty-three (63) copies of the questionnaire were given to the twenty-one (21) registered Banks in the frame of three (3) copies per bank. The questionnaire was structured on a four (4) point Likert scale. The data collected through the questionnaire were analysed using Pearson Product Moment Correlation. From the bivariate analysis carried out, it was discovered that electronic marketing strategies showed a significant relationship with customer satisfaction of commercial banks in Port Harcourt, Rivers State. It was revealed that content marketing showed a very strong and significant relationship with customer retention of commercial banks in Port Harcourt, Rivers State. Also, e-mail marketing showed a moderate and significant relationship with customer retention of commercial banks in Port Harcourt, Rivers State. The study concludes that electronic marketing strategies are significant predictors of customer satisfaction of commercial banks in Port Harcourt, Rivers State. The study recommends that banks should create content on various social media platforms as this would increase customer retention and they should adopt e-mail marketing in reaching out to customers. This would increase customer patronage and retention.

Training on Increasing and Developing the Quantity of Sheep in Improving the Economic Welfare of Farmers in Jenggawah Village

Jenggawah Village has extensive agricultural land and plantations, especially rice, corn and coffee crops whose waste has not been utilized. The potential of Jenggawah Village, Jember Regency is very potential for development in the agricultural sector. Innovations for utilizing agricultural waste can be used to process agricultural waste as animal feed and livestock waste to be used as organic fertilizer, which is a superior environmentally friendly product that has great potential and can improve the economy of farmers from product sales. The objectives of this service activity are: 1) providing assistance from educational related agencies in optimizing the increase and development of the quantity of sheep livestock, 2) conducting training and management of sheep farming business development, 3) creating product innovations using rice straw biotechnology to improve the nutritional quality of sheep feed. The target of this service program is: together with the Jenggawah village government, we can empower farmers and breeders in fermented straw processing so that they can realize the independence and welfare of breeders in reducing feed production costs, so that they can reduce feed production costs and increase breeder profits by utilizing feed biotechnology innovations. ruminant livestock. The conclusion of this service activity is: increasing sheep production can be increased by utilizing biotechnological innovations in animal feed from rice straw waste fermentation, and can minimize feed costs, so that this opportunity can increase the income and welfare of farmers

Analysing the Barriers of Strategic Entrepreneurship: A DEMATEL Approach

Entrepreneurship research has developed in the last twenty years and now the focus is on Strategic Entrepreneurship (SE). SE can provide the sustainable growth of an organisation and increase its competitiveness globally. Despite these advantages, developing countries cannot reap the benefits of SE due to various barriers. Therefore, this study aims to identify and model the barriers of SE to the development of organisational management. Initially, the barriers of SE are identified through a literature review and further validated with a domain expert. The causal relationship among the barriers is modelled using the decision-making trial and evaluation laboratory (DEMATEL) method. The result suggests that low awareness of SE, risk aversion, and low financial support are the major barriers in the development of SE that need to be mitigated. Further, this analysis also categorises these barriers into a cause-and-effect group. Six barriers belong to the cause group and the remaining four are part of the effect group. Knowledge of the barriers is helpful for policymakers to design development strategies and helps business development managers in the successive planning of the organisation. The understanding of the interrelationship among the barriers will help the organisation to remove these barriers in an optimal manner. The findings of the study will be helpful for top management and strategic planners to advance design thinking and strategic planning. The contribution of this research lies in the identification of barriers to SE and their causal relationships, which have been scarcely examined in the existing literature.

NEW MASTER'S PROGRAMIN MANAGEMENT AT MSU: FROM DEVELOPMENT TO IMPLEMENTATION

The paper reflects the process of creation and presents the results of two-year work of a new master’s program “Business Development Management”. The authors were actively involved in the program’s design and its curriculum development to meet the requirements of contemporary management education. The paper presents the approaches to designing master’s programs and substantiates company’s life cycle concept as a basis for “Business Development Management” program, which involves a combination of disciplines forming students’ professional, soft, and digital skills. Drawing on the results of a first- and secondyear undergraduates’ survey, conducted in January 2023, this paper determines the factors influencing students’ interest in the program and assesses the quality of compulsory and elective disciplines. Finally, it identifies crucial problem areas in master’s education developing modern managers, shapes clearer description of a graduate of “Business Development Management” program, and outlines new areas for management education development. The authors propose to replace disciplines with poor scores and expand a list of elective courses (also taught in foreign language); strengthen the practical focus of the learning process; introduce e-learning modules and the best practices of business gamification, which will allow using the knowledge gained and the developed soft and digital skills without time gaps between education and employment. Our findings have implications both for examining management education transformation and for creating and upgrading master's degree programs in management.

The Effectiveness of KUR Sharia Products in PT. Pegadaian Talise Branch UPC Tawaeli in SME Development

PT. Pegadaian as a financial institution has an important role in providing financing for sharia-based SME as part of an effort to support this real sector. This study aims to determine the impact and benefits of using KUR Syariah and analyze the effectiveness of KUR Syariah products in \ the development of SME. The research method used is descriptive qualitative. The results of this study indicate that KUR Syariah products are effective in supporting the development of SME and have a very positive impact on MSME actors, and the benefits obtained through financing are business development and easier financial management. This research found several aspects to improve the effectiveness of Sharia KUR products at PT. Pegadaian, including consistent goals, consistent time, quantity provisions, and credit provisions. The four ways to measure the effectiveness of KUR products are very precise based on the consistency of targets, quantity and time in applying or distributing KUR. Therefore, in this case it can be said that the Sharia KUR Products distributed by PT. Pegadaian UPC Tawaeli are considered effective and right on target.

Value of Aesthetic Designs in Two Coffee Shops in Metro Manila: Inputs for New Business Developers

Coffee shops have become one of today’s go-to places for people of all ages making it as meeting venues, places to relax, and even alternative study spots. Consequently, coffee shops have placed importance on their aesthetic design as part of their business strategy to attract customers. Researchers conducted a study to gather evidence on the value of aesthetic design in coffee shops in Metro Manila. Specifically, this study aimed to determine if there is a difference in the value of aesthetic design between various coffee shops and if respondents differ in their aesthetic perception based on their demographic profiles. Using researcher-made survey questionnaires, data was collected from 100 coffee shop goers. Results showed that both male and female respondents appreciate the aesthetic designs of coffee shops. It was also revealed that majority of coffee shop goers are students and have valued mostly the atmosphere and ambiance of coffee shops. Likewise, the aroma of the coffee stimulates them. Data showed that there is no significant difference in the value of aesthetic design in terms of gender (p < 0.98), age (p < 0.23), and social status (p < 0.06). However, there is a significant difference in the value of aesthetic design in terms of frequency of visits to coffee shops (p > 0.045). The researchers suggest, especially to new business developers, that the aesthetic design of coffee shops must be highlighted as it significantly impacts consumer behavior. This, in turn, can increase patronage and foster greater connection with consumers.

Development of a strategy for sustainable development of enterprises in conditions of uncertainty

In modern conditions, the development of socio-economic systems takes place under the influence of external and internal factors. In a world where constant changes occur, such characteristics of an object or system as stability and permanence become especially important. Due to the need to renew the national economy, an essential aspect of the functioning of enterprises at the current stage is their sustainable development, which must meet the needs of people at present and create a prosperous future for the next generations. Its components must be organically integrated into the strategic management of the enterprise. The purpose of this publication is to critically evaluate various theoretical and methodological approaches to the formation of sustainable development. Specifically, we aim to uncover the unique challenges and strategies involved in the sustainable development of business structures amidst the current socio-economic uncertainties. The article examines the essence of the formation of a strategy for the sustainable development of an enterprise. The essential content of the sustainable development of the economy within the framework of the "Goals of sustainable development" has been determined. Approaches to the study of interpretations of the concept of "sustainable development of the enterprise" are substantiated, determining the multifaceted nature of this concept and its complex nature. The experience of EU countries in the field of strategic management of sustainable business development is considered. The essence of the concepts of strategy, enterprise strategy, strategic planning, and strategy of sustainable development of the enterprise is defined. The elements of the strategy of sustainable development of the enterprise as a socio-ecological-economic system were studied. It is noted that enterprise strategies should be formed according to different principles based on strategic planning and management postulates. Conclusions. Strategy is the primary tool that allows an enterprise in an unstable external environment to determine the direction of activity and target orientations, develop a plan of measures to achieve the set goals and maintain the ability to maintain a high level of competitiveness and not lose parameters of sustainability. The symbiosis of strategic, innovative, and sustainability aspects of the enterprise's development will increase its social, environmental, and economic efficiency, thus ensuring a high level of competitiveness and survival of the enterprise in the long term. Keywords: sustainable development of the enterprise, sustainable development strategy, strategic planning, socio-ecological-economic system.

Perceptions of Halal-friendly attributes: a quantitative study of tourists’ intention to travel non-Islamic destination

PurposeThailand's Halal-friendly destination attributes are the focus of this study. The purpose of this study is to investigate the impact of Halal-friendly attributes on tourists’ intentions to visit non-Muslim destinations. Also, this study analyzes the impact of Muslim tourists’ attitudes on Halal-friendly characteristics and their intentions to visit countries that are not predominantly Muslim.Design/methodology/approachTo accomplish objectives, a survey was used to gather the data by using a convenient non-probability sampling approach from Muslim-majority countries Malaysia, Indonesia and Brunei. A proposed structural equation model was used to assess the influence of the variables above on the outcomes.FindingsThis study found that the factors of Halal-friendly facilities and Halal-friendly service positively influence the visiting intentions of Indonesian, Malaysian and Brunei Muslim tourists. In contrast, the social environment, food/beverages and local and staff attributes do not influence visit intentions. The tourist attitude mediates the relationship between the intention to visit and three dimensions of Halal-friendly attributes (social environment; food/beverage; and locals and staff).Research limitations/implicationsThis study did not investigate different kinds of dimensions for Muslim tourists visiting Thailand, such as preferences regarding personnel and families, cultural and artistic characteristics and the attributes of events and festivals. These dimensions cover a wide range of Halal-friendly tourism aspects. Second, this research did not investigate the associations between the demographics of Muslim tourists (age, gender, education level and income level) and the model variables. Such an investigation could have helped business developers and marketers in Thailand develop an efficient strategy for target marketing. The results of this research provide fundamental guidance and information for tourist enterprises in non-Muslim nations on how to enhance Muslim travellers’ images and intentions. However, because of the influence of other variables, locations in various areas of Asia, Africa and Europe may exhibit somewhat different effective qualities (e.g. environment, culture, history, etc.).Practical implicationsThis study sheds light on the factors contributing to visitor satisfaction in the context of a desire to go to a Halal-friendly site. This insight from this study can be adapted and applied by tourism managers and marketing executives to build or develop the Halal-friendly destination image of a tourist destination (Phuket) in the right dimensions. It is a possibility that the image of a tourist attraction has a tight relationship with travelers’ perceived value, contentment and loyalty (Hsu et al., 2008; Khunrattanaporn, 2013; Pike, 2008). Battour et al. (2022) found that Muslims’ behavioural intentions are affected by the Halal attributes of the destination. It indicates that Halal attributes are very important for Muslim tourists when selecting a destination. To attract Muslim tourists, this study can be used for strategies and planning.Originality/valueThis study sheds fresh light on the concept of Halal tourism. It examines the perspective of Muslim tourists using Halal goods or services in anticipation of a future trip to a non-Muslim location (Phuket). This study is crucial for destination tourism operators, managers and marketers who lead Muslim tourists to non-Muslim destinations.

Efektivitas Program Kredit Usaha Rakyat (KUR) Syariah PT. Pegadaian untuk Pengembangan Usaha Mikro Kecil Menengah

This study aims to analyze the effectiveness and impact felt by MSME actors in realizing the sharia KUR program and whether it is really able to provide benefits to the sustainability of the businesses they have. The research method used by the author is descriptive-qualitative research. Through descriptive research, researchers will try to describe the phenomenon regarding the effectiveness of the Sharia People's Business Credit (KUR) program of PT Pegadaian for the development of micro, small, and medium enterprises. The results of this study state that the presence of KUR credit Sharia Pegadaian Blega Branch in the community is very helpful for business people to get alternative capital. The benefits obtained with credit are for business development and financial management, which are easier to rotate. The results of the interviews conducted said that loans from pawnshops are not only used to increase business capital but also for daily living expenses and even to help finance children who are st

Era of the Individual Viewer? Taste, Value, and Creative Media Work in India’s Streaming Industries

How do key players in Bombay’s screen industries—producers, directors, writers, and business developers—understand, imagine, and navigate the dizzying new world of streaming platforms in India? Tracking the emergence of symbiotic relationships between new streaming platforms and established media professionals, I discuss how a restructuring of industry dynamics is elemental to the processes of cultural legitimation of new streaming tastes and the reconfigurations of the relationships between texts, industries, and audiences. Through case studies of a few prominent creative professionals associated in various capacities with global and local streaming platforms, I sketch the multiple linkages between contemporary streaming cultures and the structural histories of both film and television in the subcontinent. Ultimately, this article argues that media workers’ self-reflexivity and theorizations about the industry-in-digital transit help us not only grasp the heterogeneity of this moment, but also trace notions of value and taste in Bombay’s emerging digital media ecologies.

Do professional staff in universities really challenge academic norms? A perspective from the Netherlands

AbstractTraditionally, universities stand for independent, high-quality, and curiosity-driven research and education. Yet, since neoliberal reforms in the 1980s, they have been increasingly exposed to external pressures towards more efficiency and economic value orientation. To manage the tasks corresponding to these market-based values, a new and fast-growing group of professional staff has emerged. Some authors argue that they challenge academic norms, or academic professional logics, while importing market norms, or market logics, through previous employment in and current relationships with the private sector. We empirically test this assumption based on original survey data of three groups of professional staff of universities and associated medical centers in the Netherlands: business developers, grant advisers, and research policy officers. We asked them about their ideas about universities to capture their institutional logics. Respondents also indicated previous employment and the strength of their professional relationships. Using multiple linear regression models, we find that professional staff with private sector experience indeed have stronger market logics. We find the same for those with stronger relationships with private sector companies. Yet, on average, the academic professional logic of professional staff is considerably higher than their market logic. Additionally, the effect of private sector experience and stronger relationships with private sector companies on the market logic is moderate. Thus, our data suggests that professional staff do not challenge academic norms. Therefore, there seems to be little need for meeting them with skepticism regarding their role in unwanted organizational change.

Implementation of Spinning Machine Technology for Purun Rope and Business Management Development for the "Nasti Purun" Weaving Group in Serdang Bedagai

Community Service Activities for the Purun Weaving Group aim to enhance the quality of products and marketing for the "Nasti Purun" Purun Weaving Group in the Cinta Air Village, Perbaungan District, Serdang Bedagai Regency, as well as support the government's enterprise development program. Several production technologies within the "Nasti Purun" Purun Weaving Group in Serdang Bedagai are currently conducted manually, particularly the process of making Purun rope bags. The spinning of Purun rope still involves the use of hands and feet, causing discomfort, fatigue, and even injury to the workers' hands and feet. The "Nasti Purun" Purun Weaving Group in Serdang Bedagai is in dire need of a Purun rope spinning machine. The specific objective of this activity is the acquisition of a Purun rope spinning machine and providing appropriate marketing methods along with basic accounting. The implementation method is carried out comprehensively, beginning with the application of Purun rope spinning technology and proper business management development, expanding the market area using online marketing (digital marketing) as an effort towards achieving one of the SDGs objectives, Decent Work and Economic Growth. This aims to enhance inclusive and sustainable economic growth, as well as decent work for all. These activities can have a positive impact not only on the target community but also on the university.

APA names Guillermo Corea first chief business innovation and growth officer

The American Psychological Association (APA) has named Guillermo Corea as its first chief business innovation and growth officer, responsible for developing and leading new revenue generation strategies for the association and its affiliated APA Services Inc. Corea has more than 25 years of experience in business development, marketing, partnerships and strategic management. “APA welcomes Guillermo to this critical new position, which will involve identifying and diversifying revenue for the association, alliance building and business development,” APA CEO Arthur C. Evans Jr., Ph.D., said in announcing the appointment. “He brings a stellar record that includes launching new operations and expanding revenue streams in his prior positions.” Corea most recently served nine years with the Society for Human Resource Management (SHRM), first as director of digital media and business devel‐opment and later as managing di‐rector, workplace innovation lab and venture capital. While there he launched an impact investment vehicle, new business lines and products, and he expanded SHRM's e‐commerce revenue.

The Future of Manufacturing

How artificial intelligence (AI) will enhance the industry’s capabilities. By Asif Moghal, Director of Strategic Business Development, Design and Manufacturing at Autodesk

ЕФЕКТИВНІСТЬ ВИКОРИСТАННЯ ІНТЕРАКТИВНИХ ІНСТРУМЕНТІВ КОМУНІКАЦІЇ ТА CRM-СИСТЕМ В ЦИФРОВОМУ МАРКЕТИНГОВОМУ СЕРЕДОВИЩІ

The article explores the topic of the effectiveness of using interactive communication tools and CRM systems in the modern digital marketing environment. The analysis is based on examining current trends in digital marketing and defining the role of various interactive tools in engaging with the audience. The article investigates the impact of different interactive tools such as social media, webinars, online surveys, messengers, on creating effective communication and engaging the target audience. Special attention is given to the use of CRM systems for collecting and processing customer data, enabling the personalization of marketing strategies and increasing customer satisfaction. In the modern digital marketing landscape, the relevance of using interactive communication tools and CRM systems becomes particularly significant. With increasing competition and rapidly changing consumer preferences, businesses must seek effective ways to attract and retain the attention of their target audience. Interactive tools such as social media, webinars, and messengers provide a unique opportunity to engage with users, making communication more personal and compelling. The growing importance of using CRM systems arises from the need for effective management of customer data in the digital environment. Collecting and analyzing information about consumers enables businesses to personalize their marketing strategies and also maintain and improve customer relationships. All these aspects become key factors in enterprises' pursuit of achieving effectiveness in digital marketing and ensuring a high level of customer satisfaction. Overall, considering the rapid advancement of technology and changes in consumer behavior, the use of interactive communication tools and CRM systems in the digital marketing environment becomes a necessity for businesses aiming to remain competitive and successfully adapt to changes. The positive aspects and challenges associated with the use of these tools in the context of digital marketing are thoroughly analyzed. The article also provides specific practical recommendations and strategies to optimize the use of interactive tools and CRM systems for achieving maximum efficiency. With a scientific approach and practical orientation, the research presented in this article can be valuable for marketers, business development managers, and professionals responsible for brand strategies, seeking to enhance their digital marketing approaches and strengthen customer relationships through interactive tools and CRM systems.