Open AccessMarketing automation in the implementation of entrepreneurial activities in the field of real estate turnover using information and communication technologies
Author(s) -
А. Н. Асаул,
G. F. Shcherbina,
М. А. Асаул
Publication year - 2021
Publication title -
vestnik graždanskih inženerov
Language(s) - English
Resource type - Journals
ISSN - 1999-5571
DOI - 10.23968/1999-5571-2021-18-6-196-204
Subject(s) - automation , real estate , software , function (biology) , production (economics) , business , marketing , computer science , knowledge management , engineering , economics , finance , biology , programming language , mechanical engineering , macroeconomics , evolutionary biology
The article considers the essence of marketing automation in the real estate market and managing the relations with customers by means of software programs, taking into account the trend of shifting the focus of entrepreneurial activity to pre-production and post-production processes. Based on the market analysis, there are described the most successful practical aspects of using information and communication technologies that are considered to be promising for marketing automation, including the best practices of lead generation. There is proposed software for marketing automation that is integrated with other tools. The function of CRM software package integrating with other tools is taken into account, and the most common examples of integration are given. The prospects for the introduction of information and communication technologies in the sphere of real estate turnover are highlighted.