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Liburkina L. M.

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Optimizing the Business Processes of Marketing Department with the Help of Information Technologies
Semenenko Y. S.

Semenenko, Yurii S. (2024) “Optimizing the Business Processes of Marketing Department with the Help of Information Technologies.” Business Inform 1:95–103.
https://doi.org/10.32983/2222-4459-2024-1-95-103

Section: Information Technologies in the Economy

Article is written in Ukrainian
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UDC 330.1

Abstract:
The aim of the article is to analyze the impact of information technology on the efficiency of business processes in modern marketing. A business process optimization helps an enterprise increase its competitiveness by reducing the time from product development to market launch and reducing production and promotion costs. This helps to enhance the efficiency of marketing strategies and increase the profitability of the enterprise. Optimization of business processes in marketing, in particular through the use of process management, is an important element of the company’s strategy for achieving success and ensuring competitiveness in the market. Information technology plays a key role in today’s progress. Under modern business conditions, information technology becomes a powerful tool for increasing the competitiveness of an enterprise, becomes a necessary component of its management system, an important element of its international activity. The rapid progress of information technologies requires increased attention to the processes of their implementation and use. Ignoring current digital trends can lead to business degradation. By analyzing different types of information technology, such as customer relationship management systems, marketing process automation, analytics systems, internet marketing and mobile technologies, social media instruments, data analytics and machine learning platforms, the article explores how these tools contribute to improving productivity and achieving the strategic goals of enterprise marketing departments. The given examples of specific programs and platforms, their advantages and disadvantages, plus a detailed analysis illustrate the importance of using information technology for the successful implementation of marketing strategies and ensuring the competitiveness of enterprises in the modern business environment. Information technology plays a crucial role in the progress of modern marketing, assisting businesses in improving the efficiency of their business processes and ensuring a high level of competitiveness.

Keywords: information technology, business process optimization, efficiency, competitiveness, marketing, marketing optimization.

Fig.: 2. Tabl.: 2. Bibl.: 11.

Semenenko Yurii S. – Lecturer, Department of Economic Cybernetics and Informatics, West Ukrainian National University (11 Lvivska Str., Ternopil, 46009, Ukraine)
Email: [email protected]

List of references in article

Boichyk, I. M. et al. Ekonomika pidpryiemstv [Economy of Enterprises]. Kyiv : Karavela ; Lviv: Novyi svit - 2000, 2001.
Kraus, K. M. Upravlinnia marketynhom maloho torhovelnoho biznesu: kontseptsii, orhanizatsiia, dominanty rozvytku [Management of Marketing of Small Trade Business: Concepts, Organization, Dominants of Development]. Poltava: Dyvosvit, 2013.
Lapin, A. V. et al. “Uprovadzhennia informatsiinykh tekhnolohii u biznes“ [Implementation of Information Technologies in Business]. Akademichni vizii, no. 20 (2023). DOI: http://dx.doi.org/10.5281/zenodo.8100308
“Vykorystannia informatsiinykh tekhnolohii u marketynhu“ [Use of Information Technologies in Marketing]. https://pidru4niki.com/82326/marketing/vikoristannya_informatsiynih_tehnologiy_marketingu
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“IBM Watson Studio. IBM in Deutschland, Osterreich und der Schweiz“. https://www.ibm.com/products/watson-studio

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