Evaluating the effectiveness of integrated marketing communications while implementing a CRM system in the agricultural industry

¹ Vyatka State University, Moskovskaya str., 36, Kirov, 610000, Russia
² Rootmedia Internet-agency, Lenina str., 92, Kirov, 610002, Russia
³ Vyatka State Agrotechnological University, Oktyabrsky prospect, 133, Kirov, 610017, Russia
⁴ Moscow State Technical University of Civil Aviation, 20 Kronshtadtsky blvd, Moscow, 125993, Russia

^* Corresponding author: esenia_web@mail.ru

Abstract

This article deals with the problem of insufficient objective characteristics for determining the productivity of integrated marketing communications in business and organizations of various fields of activity, including those involved in ecology, energy, etc. The relevance of the work is due to the massive distribution of various marketing communications tools, often customized and used today through CRM systems. The aim of the study is to determine the criteria for evaluating the effectiveness of integrated marketing communications tools, reflected in CRM systems. The author uses methods of the structural and functional approach. The research is based on the descriptive and analytical method. The result of the work is a list of parameters reflected in the CRM system. They can help consider the degree of effectiveness of integrated marketing communications used in business and organizations of various fields of activity, including those involved in the field of ecology, energy, etc. Moreover, the list of criteria can be used to determine the degree of successful implementation of a CRM system and individual tools of integrated marketing communications.