OREANDA-NEWS. April 09, 2010. Presentation of report dedicated to results of research Internet-solutions in audit and consulting companies: practice overview, development prospects was held in FBK. The principle objective of FBK research was to acquire data on how corporate web-sites are used in business processes of companies, whether or not they are included in integrated marketing communications and whether or not consulting companies regard web-solutions as development prospect.

As noted by the head of research group, Vladimir Svetashev, Deputy Director of FBK’s PR Department, majority of interviewed use their corporate web-sites, first of all, as a tool of information policy. At the same time, absolutely all participants of research use so-called “passive informing”, i.e. they place on the web-site the news of the company. At the same time, active informing is used only by 46% of the interviewed.

Another trend, according to Vladimir Svetashev, is that more than half of the interviewed (61%) are ready to use corporate site as advertising carrier and tool for internet-marketing, at the same time, actually, advertising campaigns are carried out at web-sites by 13%. “I think this line will be considerably developing soon, moreover, audience of our web-sites is very qualified”, Vladimir Svetashev noted. “Advertising budgets move to internet, trend of development of new advertising forms to be used on corporate web-site including such as exchanges, partnership programs is obvious”, Vladimir Svetashev noted.

Another trend is that: as CRM element, corporate web-site is used only by 13% of the interviewed at the same time this showing in foreign companies equals 46%. “The most probable reason for such difference is, most likely, that technologies do not correspond to business-processes of consultants”, Vladimir Svetashev clarified.

Alexander Kasparov, Director of Strategic Planning and Development of Rosexpertiza believes that leaders of audit and consulting services market just yet do not need to use the web-site as CRM element. “So, consultants working for the major Russian companies provide to them a unique range of services. These are not “box solutions” which can be replicated and sold through the web-site. This is why, for us corporate web-site is, first of all, an “information brochure” providing for telling about company’s activities, its services and projects”, Alexander Kasparov stated.

Oleg Zhukov, Director of Analytical Research of the company “Ashmanov i Partnyory”. According to him, it makes sense to use web-site as CRM element when consulting gets aimed at mass segment and when more people in charge of decision-making start looking for information on internet. “Demand in terms of CRM appears when we single certain mass service out of consulting”, the expert noted. At the same time Oleg Zhukov emphasized that development of internet in Russia is about 5 years behind from the West. “Doing business, including consulting business on internet differs because Russian internet is very young and development of technologies here has not reached western level”, Oleg Zhukov said.

In conclusion, Vladimir Svetashev noted that prospects of sector of web-solutions for consulting companies is extensive, this is confirmed by Russian and foreign trends s well as by forecasts of industry development.