CRM marketing has become an independent segment of the marketing services market, but it is too early to talk about its widespread distribution. However, it has entered a phase of gradual growth on the Russian market, as confirmed by the increase in demand for this service.
Attention: 8 Current CRM Marketing Trends
There is a growing interest in CRM marketing, but in an age of market solution overload, there is a chance that we try to automate something that probably shouldn’t be involved , or simply choose a tool whose effectiveness doesn’t justify investing money in it.
We tried to highlight those key trends that directly affect the Russian CRM marketing market today. We hope that this will not only give you an idea of what this market is currently like and where it is headed, but also help you choose one or another tool to solve your business problems.
We are still a little behind the West, as most companies in Russia still consider CRM marketing as a tool for sales only, which should be updated in the form of customer transactions: verifying the identity of the account in Hesoub produces direct results. However, with the growth of marketing education in the business world, there is a growing desire not only to automate processes, but also to establish communication with customers, and there is a growing recognition that CRM is first and foremost an ideology.
Brands are taking off their rose-colored glasses and realizing that without implementing a strategy and building a customer-oriented approach to business, the implementation of software actually means nothing. You can’t buy a CRM platform that specializes in buying leads and expect it to magically improve things dramatically or immediately impact your revenue, etc. CRM platforms collect a lot of data about customers, but this data itself is useless. “What matters most is how you use this information in marketing communications,” said Joseph Michelli, author of consumer experience analytics books, speaker, and CEO of The Michelli Experience.
Development of highly specialized fields
Although email marketing, big data, campaign management, content marketing and other similar tools are directly related to the CRM marketing vertical, they are increasingly developing into independent narrow fields. For example, according to the Adindex digital technology rating, there are about 10 companies on the Russian market that only provide services for the email channel. There are so many SMM agencies that provide specialized social media services that the consulting agency Tagline compiled a separate rating for them that is different from digital agencies.