CRM marketing research in Russia: 2016
Hi, Megamind! Today, together with InBrief crm agency, we launched a large analytical project dedicated to the CRM marketing market in Russia.
First we need to say that we have a lot of confusion in the market with the term “CRM-marketing”. Many people mix it with the concept of "CRM-system", which is fundamentally wrong. Therefore, one of our tasks is to tell what it is.
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In the first part of the special project, two key materials were published:
1. Review / research of the CRM-marketing market in 2015-2016 and its development prospects.
2. Reference section on key terms and processes in CRM marketing.
For a general understanding, we will give a basic definition of the term, and then proceed to the results of the study.
RM-marketing is a sustainable expression, which refers to marketing communications built on the use of unique knowledge about existing and potential consumers. Given the weak development of the terms, there are many synonyms that are essentially the same thing: for example, “omnichannel marketing”, “eCRM”, “relationship marketing”, “1-2-1 marketing” and others.
Now let's talk about the market:
The market for CRM-marketing services is very compact: at the beginning of 2016, there are only about forty companies operating on it. These are companies, either specializing in such services, or considering them as one of the essential directions in their activity.
In 2014, Russian agencies executed at least 350 CRM projects. At the time of the survey (January 2016) in 2015, the same agencies had completed at least 400 CRM projects.
Industry Specific
Different industries use CRM marketing with varying intensity. So, most often CRM projects are implemented by agencies in e-commerce and FMCG industries:
Competence and services provided
The list of services provided by CRM-marketing agencies, is quite wide. Below we have presented a list of services ranked by the frequency of their offers. At the same time, the third column contains information on the number of agencies that provide this service independently, without transferring it to subcontractors and specialized companies.
Platform Functions
Each platform for CRM marketing has its own set of tools. We found out which ones are the most common:
According to the results of our research, we can draw the following conclusions:
And here you can see the full text of the study and a large guide to CRM-marketing.
First we need to say that we have a lot of confusion in the market with the term “CRM-marketing”. Many people mix it with the concept of "CRM-system", which is fundamentally wrong. Therefore, one of our tasks is to tell what it is.
')
In the first part of the special project, two key materials were published:
1. Review / research of the CRM-marketing market in 2015-2016 and its development prospects.
2. Reference section on key terms and processes in CRM marketing.
For a general understanding, we will give a basic definition of the term, and then proceed to the results of the study.
RM-marketing is a sustainable expression, which refers to marketing communications built on the use of unique knowledge about existing and potential consumers. Given the weak development of the terms, there are many synonyms that are essentially the same thing: for example, “omnichannel marketing”, “eCRM”, “relationship marketing”, “1-2-1 marketing” and others.
Now let's talk about the market:
The market for CRM-marketing services is very compact: at the beginning of 2016, there are only about forty companies operating on it. These are companies, either specializing in such services, or considering them as one of the essential directions in their activity.
In 2014, Russian agencies executed at least 350 CRM projects. At the time of the survey (January 2016) in 2015, the same agencies had completed at least 400 CRM projects.
Industry Specific
Different industries use CRM marketing with varying intensity. So, most often CRM projects are implemented by agencies in e-commerce and FMCG industries:
Competence and services provided
The list of services provided by CRM-marketing agencies, is quite wide. Below we have presented a list of services ranked by the frequency of their offers. At the same time, the third column contains information on the number of agencies that provide this service independently, without transferring it to subcontractors and specialized companies.
Platform Functions
Each platform for CRM marketing has its own set of tools. We found out which ones are the most common:
According to the results of our research, we can draw the following conclusions:
- The CRM-marketing service in the Russian market is still undervalued and encapsulated in individual customer segments.
- At the same time, CRM-marketing is a stable segment of the marketing services market, demonstrating a tendency to a gradual growth
- The main source of growth in this segment of services is the increase in marketing literacy of the customer and the search for new effective formats for communication with its customers.
- Most likely, the development of the CRM marketing market will be connected with the penetration into new industries that have not yet mastered this tool.
- Due to the specifics of the direction, a significant increase in the number of players is not expected, but it is possible to predict the active development of cooperation and subcontracting.
And here you can see the full text of the study and a large guide to CRM-marketing.
Source: https://habr.com/ru/post/299984/
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