engleski

The impact of mobile marketing on CRM

There has been a significant shift in consumer behavior in the current digital environment. Becoming aware of this, companies are introducing changes aimed at building consumer relationships and strengthening digital marketing. Businesses strive to win over potential and retain existing customers resulting in the emergence of a concept based on customer relationship management (CRM). In order to strengthen relations with consumers, technology has had a great influence and has enabled communication with consumers and the development of long-term relationships and constant monitoring of their needs. Information technology is important because it allows consumers to save money, time, physical effort, and thus increase the comfort of their use. Social networks and communication among consumers in this environment is gaining increasing importance. The prevalence of sophisticated technology has significantly influenced the importance of e- marketing. Since consumers have their mobile devices with them at all times and in any place, mobile marketing has begun to play an increasing role. The mobility of modern society has influenced the evaluation of consumer relations management and the development of marketing communication via mobile devices, i.e., an ever increasing importance has been given to marketing in CRM via mobile devices (mCRM). The aim of this paper is to show the importance of mobile marketing for business and economic entities in managing consumer relations. In order to prove the former, a sample survey was conducted (N = 122) to determine the impact of mobile marketing on consumer behavior and building relationships with a company.

marketing, mobile marketing, customer relationship management (CRM)

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