Marketing Based on the Digitalization of Customer Relations: A Priority Orientation for Better Management of Companies’ Financial Resources

Marketing based on the digitalization of the customer relationship reflects the transition from a multichannel strategy to an omnichannel strategy. The latter therefore makes it possible to promote: interactive communication between the company and its customers; the creation, access and operation of a regularly updated customer database; a personalized offer of quality products and brands; and enhancement of the company's brand image. Finally, we note that in order to be able to take full advantage of this marketing approach, the company must always ensure that it is present on social networks or any other intelligent digital communication platform. Thus, thanks for example to CRM, ticketing, live chat, the company manages to better know its customers, their needs, to better analyze their behavior, to anticipate their expectations, to increase its sales and to generate satisfactory financial results which will ensure its resilience.