The Application of Digital Marketing Technologies for Improvement of Customer Communications

Abaev, Alan L.; Sharkov, F. I.; Aleshnikova, Vera

doi:10.1007/978-3-030-59126-7_97

Cited by 2 publications

(1 citation statement)

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“…When examining the issues of managing lead generation and increasing its efficiency, it is important to consider the peculiarities of these processes, due to the company's activities. Focusing on the sphere of higher and secondary vocational education, we shall note that the management of an educational organization, as a rule, is reduced to two complementary contexts: to the management of education, through the development and adoption of management decisions within the educational system or educational institution; and to the process of managing activities that are aimed at developing human capital skills through training and the expansion of pedagogical functions [5]. Without denying the approaches provided, we agree with the opinion [6] of a number of authors that the management of an educational organization is a process of managing the organization of the educational system, within which it is necessary to formulate managerial decisions aimed at ensuring the basic functions of management (planning, organization, control, motivation and leadership).…”

Section: Methodsmentioning

confidence: 99%

Lead Generation as a Tool to Ensure the Sustainability of Education

Voronina¹,

Nesterenko²,

Belyaeva³

et al. 2021

Proceedings of the Second Conference on Sustainable Development: Industrial Future of Territories (IFT 2021)

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Business sustainability issues are determined by the demand for its results by consumers. Attracting consumers and clients by companies is becoming one of the key tasks that are successfully solved by the art of marketing, promotion and lead generation. This study substantiates the need for formation of specific approaches to lead management and lead generation in the educational services market. The article proves that online lead generation allows not only attracting and retaining a consumer of educational services, but also identifying the key needs of the economy in training specialists of specific professions with the necessary competencies. Optimization and efficiency of lead generation processes is ensured by digital channels and progressive targeted advertising tools. The specificity of the target consumer and the services provided presupposes a flexible transformation of the service itself and its competence content, determined by the dynamics of environmental factors, the changing needs of the economy, new digital technologies and the implementation period. Today, lead generation is an effective tool for ensuring the sustainability of educational organizations in a competitive environment.

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Section: Methodsmentioning

confidence: 99%