Using informational innovative technology in marketing companies

In modern conditions of global economy crises and severe competition, development of informational market technologies, social and political factors influencing developing methods of marketing management.

Modern conception of market management is oriented on management based on exploitation and realization of marketing strategy, aimed at company growth rate in accordance with access value based management. Realizing marketing strategy oriented on rate can be on the conception base and Performance Management methods using modern information communication technologies and systems. Marketing Performance Management of companies is supported by marketing informative systems, integrated with corporative information, system and international informative system.

Marketing Performance Management is known to be complex procedures, methodologies, metrics and software, required to dimension and marketing performance management of organizations. Marketing Performance Management doesn’t deny and replace existing methods of marketing management and planning but set up new mechanism to make the best ways for company supplying with marketing strategy selling program oriented to clients.

The system of Marketing Performance management is formed on Performance Management conception bases. This conception concerning company management as a whole is called Corporate Performance Management. Inherently this strategy is realized as customer’s behavior, using comprehension of customer’s behavior to increase of company working efficiency. To consider market intense competition, the products and prices of most sellers are the same as they appeared from requirements to new methods of keeping and involving customers. Individual approach to everybody often brings the firm to success. CPM is one of the most effective methods for organization. Essence of CPM is that to enlarge profits are received at the expense of individual customers’, making fit prices.

CPM can be called the company’s behavior strategy which allows governing clients’ life cycle in organization. This cycle begins with the first acquaintance and ends by regular sales and sometimes parting with clients. To realize this strategy successfully business processes is considered and if it is necessity they are to be reorganized on the base of customers’ demand but not to the contrary as it accepted in most companies.

CPM system is not only system but it is the company’s strategy to define corporation with clients in all aspects of company (submitting invoices, producing new products, servicing clients, delivering, selling and advertising. Conception Core is clients’ approach. The strategy is directed to establish settled business.

But for effective managing all marketing processes of the company is to be implemented by customer’s relationship management which allows companies to govern consumers’ attitudes. In recent years a lot of companies offer their services in establishment and implementation of CRM- software system to take into account and analyze contacts with clients in our country. However CRM-system is not only program but it is an operation technique with consumers.

CRM is based on advanced informational and managerial technologies. Using technologies the company are engaged in information gathering activity about clients in life cycle phase including 3 periods: involving clients, keeping them and expressing loyalty. This information ensures knowledge basis for the benefit of business.

The result of using the strategy is increasing company’s competitive ability, the profitability. If make proper relationship based on individual attitude to clients’ base, it plays into the hands of a company ensure it to attract new clients and keep them as loyal clients.

CRM –system is urgent in the case of company’s difficult assortment of products and competitive sphere. If company works with large amount of clients it also necessary to implement CRM – system. Also the system is needed if product promotion is done by means of unconventional methodology in the market.

In order to be engaged in intense selling employees need convenient implementation of work performance. As main group of such work is accounting based on results of work, so it is efficient in easy distribution of advertising materials, planning and organization work, accounting documents, the base of clients management, history of relations.

Advantages of CRM – system are most profitable clients detection, best services profitable clients allocating, best processing of less profitable situations , evaluating potential overall cost for loyal clients, reducing clients’ re-grading , detecting potential profitable clients, launching proper products into market, reducing costs in sale and marketing, increasing marketing communication efficiency, improving clients’ serving, defining appropriate clients for e-trading, directing marketing efforts to required clients, elaborating marketing strategy, finding competitive advantages.

Key factor of introducing CPM – system is single informational strategy where all information base contain information about clients and contacts with them are taken into account .CRM system will fix all actions of employees concerning clients, and all employees will work with a united clients’ base.