CRM system in advertizing agencies

For this reason the effective tool is necessary for advertizing agency for management of this information. The growing customer base, a large number of suppliers, permanent communications – all this says that the system capable effectively is necessary to manage placements of advertizing content on different resources (Internet resources, printed media, etc.).

Some features of work of advertizing agencies also affect specifics of the CRM solution, for example, the interrelation of all departments - if in other industries of CRM can not affect some divisions, for example, production, then business process of advertizing concerns all departments of advertizing agency. It both involvement of advertisers, and approval of models, and placement of advertizing modules, and control of an exit, and so forth. Process end-to-end, and actions of each division depend on how the others performed the work. And it in the conditions of tough terms. And, if this process is competently not built and not automated, the success of implementation of any advertizing campaign will always be questionable.

There are also features of pricing and price policy - placement even of the standard advertizing module has a set of nuances which are reflected in the price list. It not only the size and chromaticity, but also arrangement, belonging to a heading, placement in a certain environment (thematic articles, absence a number of competitors), etc. And there are also special offers, placement in certain, for example, holiday numbers. The system of official and unofficial discounts which surely exists in all advertizing agencies is added to all this. In all this it is easy to get confused. And only one error of the manager can lead to loss of the client. Providing discounts should not be especially creative process of the manager too – it is necessary to have an opportunity to analyze when why on what conditions this or that discount was provided.

The CRM system for advertizing agency should make calculation of the price automatically. Calculation is based on the basic cost, quantity and also a set of coefficients and margins. And within one request placement on several platforms can be sold, for each of which in a system the separate card connected with an initial request is created. In this card information on a banner and locations, geotargeting (a regional binding for demonstration of content specific to a certain region) and units of measure (clicks, demonstrations, weeks, etc.) is specified.

The integral part of infrastructure of any promotion company is an existence of the accounting system in which all payments and expenses and also the specialized system of demonstration of advertizing are conducted. For minimization of double entry and decrease in number of routine transactions, the CRM solution should be integrated with all these systems.

For example, in +SOL company which implemented Microsoft Dynamics CRM the solution it is integrated also with the accounting program of the enterprise, and with the system of demonstration of the advertizing Microsoft Atlas – in it creation of an advertizing campaign is automatic. A system monitors passing of a campaign and transfers data on her to Microsoft Dynamics CRM.

"Using Microsoft Dynamics CRM we solved a wide range of tasks, - Dmitry Karmanov, the head of department of advertizing technologies noted. - First of all, this increase in the service level of clients, process automation of sales and implementations of advertizing campaigns for clients that allows us to keep accomplishment of sales plans under control, to analyze efficiency of managers".

The CRM system in advertizing agency should be responsible also for interaction with numerous suppliers (the organizations which are responsible for content of certain platforms) as it is an integral part of process of any campaign by the organizations.

If all these factors are considered in the solution which is selected for itself by advertizing agency, it will allow not only to make process of work with the client by more transparent, but also will allow to earn more. You will be able always to control execution of measurable KPI (key performance indicators) in sales department and advertizing technologies. Implementation of the specialized solution will allow to reduce considerably time of reply to the requests, time spent for information search. Presence of the mobile client will allow managers to work not only at office. And, above all, it will allow you to reduce stress from personnel and to release time for communication with clients. Whether and it is result? Solve.

Read Also

• Systems, Projects and Integrators in the Advertising, PR and Marketing market