Messenger-marketing as a new level of communication with the client

SEMENІUK, Svitlana

Ternopil Ivan Puluj National Technical University, 56 Ruska str., 46001, Ternopil, Ukraine

Semenіuk, S. (2021) Mesendzher-marketynh yak novyi riven komunikatsii z kliientom [Messenger-marketing as a new level of communication with the client]. Sotsialno-ekonomichni problemy i derzhava [Socio-Economic Problems and the State] (electronic journal), Vol. 25, no. 2, pp. 448-456. Available at: http://sepd.tntu.edu.ua/images/stories/pdf/2021/21ssbkzk.pdf

Socio-Economic Problems and the State

2(25)

Nov-2021

Oct-2021

24-Sep-2022

Ternopil Ivan Puluj National Technical University

UA

Ternopil

https://orcid.org/0000-0003-3061-4145

https://doi.org/10.33108/sepd2022.02.448

338:658.5

М31

messenger marketing
sales funnels
chatbots
mailings
CRM system
leads
content
tools
communications

9

448-456

448

456

The article develops the theoretical and methodological principles of messenger marketing, forms its scheme and proposes the main stages for use in the practice of business entities. It is noted that messenger marketing has become a trend in recent years and involves the use of messenger tools to better interact with the target audience to promote the company or its products and services. As a messenger tool, you can consider a wide selection of content that should be sent to users: videos, images, texts, animations, etc. In Ukraine, the most popular messengers are Viber, Facebook Messenger, Skype, Telegram, WhatsApp and others. A messenger marketing scheme has been developed, which includes processes in the sales department, processes in messengers and traffic channels. The processes in the sales departments of the companies are defined, which include the construction of the CRM-system and the payment system, the site and the work of the sales managers. The main processes in messengers - funnels, chatbots and mailings are considered and given a brief description. The main stages for effective use of messenger marketing in practice are proposed, including the choice of messengers for communication with customers, the choice of a platform that will help automate communication, as well as collect data and segment and connect to this platform, integration of messengers with CRM-system. The main tasks of messenger marketing are defined: automation and optimization of managers’ work, which makes it possible to minimize the response time to the application, qualification of potential customers (leads), optimization of advertising costs. The next step in solving this problem should be to reach a new level of communication with customers through messenger marketing. In the future, CRM-marketing is worth to be emphasized, when different channels and CRM-systems work, chatbots are created, which are actively beginning to integrate.

http://elartu.tntu.edu.ua/handle/lib/38799

2223-3822

Scientific Journal "Socio-Economic Problems and the State"

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Article

Scientific Journal "Socio-Economic Problems and the State" Vol 2(25)