DIGITAL MARKETING AND NEW WAYS TO WORK WITH CUSTOMERS
Mehrojova Maftuna Soli qizi
student of the Jizzakh branch National University of Uzbekistan named Mirzo Ulugbek
Abstract: This article examines new ways of dealing with digital marketing and customers. Rapid changes and new trends in the field of digital marketing, as well as innovative approaches such as interactive content and social networks are discussed. These methods help companies develop their brands and build strong relationships with customers. The article aims to study modern approaches to increase the effectiveness of digital marketing strategies and maintain their competitiveness.
Keywords: digital marketing, customer service, personalization, social networks, innovative approaches, marketing strategies, competitiveness.
Introduction
With the introduction of digital technologies into society, it has fundamentally changed every segment of society. In particular, the growth and changes taking place in the business sector show that digital marketing has a significant impact on the development of the economy and the efficiency of the enterprise.
The organization can also implement these complex changes by establishing an effective management strategy. The primary solution for this is to develop a digital transformation strategy that unifies the system and to successfully apply it within the organization. Digitalization offers several advantages, including increased sales or efficiency, and the emergence of new forms of customer interaction.
Recently, various factors have contributed to the growth of Customer Relationship Management (CRM) usage in the market. Many organizations now focus not on competing for new customers, but on increasing the share of demand among existing customers. This involves aggregating customer information obtained by integrating internal databases and acquiring external syndicated data. Computational power is growing exponentially. Software and tools are being developed for the use of these data and computers, which instead of restricting access to analysts, convey analytical tools to the decision-maker. Despite this growth in marketing practices, CRM research in academia remains groundbreaking. The very high costs associated with the commercial failure of the new product emphasize the importance of a model that effectively predicts the product’s entry into the market at the design stage.
Key features of digital marketing
Digital marketing focuses on the process of advertising products, services, or brands through digital channels, such as search engines, social media, email, mobile apps, and other digital platforms. It encompasses a multitude of approaches, methods, and strategies for attracting, engaging, and converting an online audience to buyers or customers. This is a type of marketing that uses digital technologies to engage with customers in a useful and effective way.
One of the most important advantages of digital marketing is the ability to direct specific consumers using personalized and relevant messages. Digital marketers can develop high-target ads that are more relevant to the target audience by analyzing data on consumer behavior and preferences.
Another advantage of digital marketing is the availability of data and ideas in real time. Digital merchants can use analytics tools to track the effectiveness of their campaigns, calculate ROI, and make data-driven decisions to optimize their strategy and improve results.
Manage customer interactions
The foundation for the development of the modern digital economy is e-commerce, which is beneficial for businesses that want to test themselves, and it helps to conduct a series of customer interactions and observations. The customer relationship management system is fundamentally different from other marketing support systems. Their classification is as follows:
1. An operational method of customer interaction. It provides quick access to information about a specific customer during customer interaction (sales and service). Clear organization of customer interaction across all channels requires system integration in the process of coordination. Currently, much of the customer relationship management system is focused on this category.
2. Analytical management of customer relationships. Analyze statistical data to develop a more effective marketing strategy. System integration statistics require effective analysis. Analytical customer relationship management is used in a smaller scale than the above category, and the concepts of data storage and analysis are much closer. For this reason, system providers in this field are referred to as systems for analytical management of their relationships with customers.
3. Collaborative management of customer relationships. It allows the customer to have more influence on the design development, product creation, delivery, and service processes. The internal process of the enterprise requires technologies that encourage the client to cooperate with low costs. For example:
1. Collecting customer suggestions when developing product designs.
2. Access customer product samples with feedback;
3. Counter-price organization, that is, by placing one’s own demands on the product and how much one can pay for that product.
Digital and social media marketing strategies.
There are different strategies for achieving digital and social media marketing success. Below are some of the key techniques that are most commonly used in this field:
Content marketing is a way to engage and influence the audience by creating and disseminating useful and interesting information. This can include blog posts, videos, infographics, and many other types of content. Well-crafted content not only expands the audience, but also helps to create a positive image of the brand.
SEO (Search Engine Optimization) is a search engine optimization strategy aimed at highlighting websites in search engines. This will attract more traffic (the number of visitors to the website) and generate tremendous sales. Actions such as keyword research, in-page SEO, off-page SEO, and technical SEO are important parts of SEO.
Email marketing is the regular sending of information by email to users included in a specific list. This method allows you to report special offers, news, and products. Email marketing is very effective not only in attracting new customers, but also in strengthening relationships with existing customers.
Social media ads – Advertising on social media platforms, such as Facebook, Instagram, and Twitter, allows you to target a target audience directly. These platforms can be clearly marked, taking into account users’ interests, age, and geographical location.
Interactive marketing, also known as marketing, is a type of marketing that encourages two-way communication between a brand and its audience. This involves using various channels and strategies to engage customers in the conversation, rather than just sending messages to them. The goal of interactive marketing is to create a more attractive and memorable customer experience, build brand loyalty, and ultimately increase sales.
There are several advantages of interactive marketing:
| Increased engagement | Interactive marketing allows businesses to communicate more meaningfully with their customers, creating a two-way conversation that can lead to increased brand awareness and loyalty. |
| Enhanced customer experience | By delivering personalized and interactive experiences to customers, businesses improve the overall customer experience and make it more enjoyable and memorable. |
| High conversion rates | Interactive marketing campaigns often have higher conversion rates than traditional marketing methods because they are more engaging and memorable. |
| Greater customers concept | Interactive marketing allows businesses to collect valuable information about customer preferences, behavior, and needs. This information can be used to improve marketing strategies and develop new products. |
| Enhanced brand reputation | When customers have a positive relationship with a brand, they are more likely to recommend it to others, which can increase the brand’s reputation and attract new customers. |
| Cost-effective | Interactive marketing can be a cost-effective way to reach customers, especially through digital channels like social media and email marketing. |
In conclusion, the introduction of new methods of digital marketing and customer service has become an integral part of modern business strategies. These methods allow not only to effectively implement marketing processes, but also to more accurately respond to customer needs. Approaches such as personalization and interactive content help build strong relationships with customers, which increases brand trust.
Influencer marketing and social media strategies play an important role in increasing brand visibility in the digital world and reaching a wide audience. It also improves 24/7 customer service through chatbots and virtual assistants, enhances brand interest and user experience.
The application of innovative approaches to digital marketing allows companies to maintain competitiveness and seize new market opportunities. New ways to work with customers are not just marketing strategies, but a powerful tool that serves to further develop the overall business model. In the future, we expect new trends and technological advancements in this direction, which will give companies not only innovation but also an advantage in effectively working with their customers.
List of references:
1. Khakimov Z.A., Sharifkhujaev U.U. Interactive and Digital Marketing. Economics Publishing House. 2020. – 183p.
2. Azizova Manzura Ibragimovna PLANNING THE ACTIVITIES OF AN ORGANIZATION USING DIGITAL MARKETING // Digital Economy (Digital Economy). 2023. No. 5.
3. URL: https://cyberleninka.ru/article/n/digital-marketing-using-organization-activity-planning