All companies in the modern world understand the importance of constant communication with their potential and existing customers. Many information systems are used for this. Some of them provide effective communication during sales. Others are aimed at increasing the efficiency of constant communications with all the company's customers. Modern marketers understand the advantages of the simultaneous and synchronized use of many channels for communication with customers, therefore omnichannel marketing is a modern trend in the formation of the communication process [1].
At the same time, each company forms its own set of marketing communications with the client. The choice of channels is influenced by many factors, but most often it is one's own experience of using a certain channel, with formed loyalty, audience, and history. The format of the channel and its specificity are also essential.
A certain information platform based on Internet technology should most often be considered as a communication channel. These channels should be divided into four main groups based on their functionality, mode of operation, and customer perception:
• own information resource;
• social networks;
• messengers;
• mobile application.
The company's own information resource is, as a rule, the company's website, which can at least perform the function of a business card, and at the most - a full-fledged online store, with additional functions of an information portal based on the company's field of activity and (or) a forum for specialists, where you can publish personal information information from the company, but also form a certain basis for clients from the opinion of experienced specialists. The latter process is complex and sometimes difficult to manage, but very effective, due to the fact that potential customers, when they first contact the company, largely trust the reviews of existing customers and specialists.
Social networks. Most often, when this term is mentioned, associative names immediately appear: Facebook and Instagram [2]. But recently, the somewhat frivolous Tik-Tok network and the very serious LinkedIn have gained popularity. We should also not forget about the very popular YouTube video hosting. All these very well-known, less well-known and unknown, but functionally very similar communication channels, have certain characteristics by which they can be classified, these are: having your own account (personalized space); a list of friendly accounts with which information exchange is facilitated (subscribers, friends, followers, etc.); a list of neutral accounts that can be made friendly accounts (all other users in this channel).
Messengers. From the beginning, such communication channels were used precisely for human-to-human communication, but with the Goth it became objectively clear that people need to unite in groups to communicate with several acquaintances. With the appearance of such a function, it became possible to unite strangers in such groups. This is how the channels came about. And a large number of contacts in one channel led to the need for tools to automate certain processes in the channel. This is how Chatbot functions were added. And currently, information platforms of messengers have turned into certain communities, often strangers to each other, people who provide information exchange to this community.
Mobile application. Although this channel is not new, it is still not available to most companies due to its rather high creation cost. Of course, the emergence of such a communication channel was due to the emergence of a mobile device (mobile phone) and high-speed access to the Internet. At the same time, the mobile device must meet a number of technical requirements (large screen, speed of operation, convenient management, sufficient volume to store information, etc.). To some extent, the company's mobile application is an analogue of a sufficiently well-implemented company website that can work offline. But this can be said only about the first mobile applications from the company. Most often, they have implemented a user (consumer) personalization system, a communication channel and a certain, useful for the client, service from the company that the user wants to use. Companies that sell or provide services can add functionality to implement non-cash payment.
But some companies that have implemented the initial level of mobile applications understand the advantages of such a personalized communication channel. Therefore, they create separate mobile applications for the implementation of certain tasks. So, for example, companies that have large databases for their products that are useful to consumers create mobile applications with catalog functions and user manuals.
The mobile application, in the opinion of the author, is the most effective when working with existing clients precisely because of the possibility of personalized communication. There is some reason to believe that over time, the cost of creating mobile applications will become lower, and the functionality will be higher. Therefore, it can be said that it is promising. But for communication with potential customers, it is better to use channels with large audiences - social networks. But an omnichannel approach in communications with customers gives a much higher effect than using only individual channels.
References:
1. Kasian Serhii Ya., Dziuba Radoslaw, Makukha Yu. M. Internet marketing support for product promotion in the digital information space. Економічний вісник ДВНЗ УДХТУ, 2021, 73No1(13). [Digital source]. Access, 24.10.2022: http://ek-visnik.dp.ua/wp-content/uploads/pdf/2021-1/Kasian.pdf
2. Dubovik O. Instagram as instrument of marketing. Majesty of Marketing. http://mk.nmu.org.ua/ua/npd/majesty2013/majesty2013.pdf#page=39
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