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Businesses have begun to actively use mailings, messengers and mobile applications
Calltouch and Out of Cloud (Kokoc Group) experts analyzed the websites of more than 26,000 Russian companies from 21 industries. The research showed that web page traffic has generally declined (or is unlikely to return to 2021 levels), and people have become less willing to click on advertising links. But at the same time, 19 industries have seen growth in at least one CRM channel. Customer acquisition is growing fastest through messengers. The second is the mobile app. Email newsletters also remain important, but are growing more slowly.
CRM marketing, literally “customer relationship management,” involves establishing direct conversations with current or potential customers. The main benefit is that it uses personal data to more accurately interact. This allows for more targeted offers and finding customers’ “pain points.” Potential buyers then subscribe to the brand on social media, participate in promotions, make purchases, and perform other actions required by the company, explains Kristina Petrova, founder of PR Perfect.
As Sergey Polynov, co-founder of the Social Stars agency, told DP, over the past two years, demand for CRM in his company has grown by 26%. "If the base is well segmented and the client is clear, then it is possible to ensure up to 15-20% audience engagement. As a rule, this audience is already in the promotion funnel, and the CRM tool encourages users to buy the product," the expert says.
The study also found that the leaders in CRM implementation are the transport, real estate and automotive industries. More generally, the leadership belongs to companies selling expensive products.
Participation costs are highest in the transportation, logistics, automotive and real estate industries. This means that you have to pay a lot for one customer.
"If traffic is expensive, we do everything possible to ensure that the application reaches its final destination before a purchase is made. CRM marketing is a tool that will help you convert abandoned inquiries into completed transactions with the same marketing budget. Marketing companies with developed CRM close significantly more deals than companies in the same industry. But the same is true if you do not have a CRM," explains Out of Cloud CEO Anton Samutin.
Leading industries are also characterized by regular and repeat customers and long decision-making processes. Customer opinion is influenced by a good price or value proposition. Therefore, sending a timely notification, message or email finally allows the customer to make a decision, - summarizes Sergey Polynov.