Marketing Management Research: How Automation Affects the Performance of Marketing Operations
Session
Management Business and Economics
Description
The main purpose of this article is the investigation of the advantages and effects that modern businesses experience in the case when they integrate automation into their marketing processes. The study examines how marketing operations can be enhanced and their value can raise by utilizing tools that support the automation of marketing processes. Furthermore, the elements and procedures that may impact marketing automation's effectiveness are discussed in this paper. A relatively recent idea, marketing automation substitutes automated and personalized communication for mass communication, enabling the sales and marketing departments to collaborate for optimal performance. By offering more thorough information about customers and all marketing and sales procedures, this new method boosts a company's value and presents substantial analytical opportunities. The implementation of marketing automation systems alters how marketing is conducted and transforms the marketing process as a whole. The research approach deploys quantitative and quantitative research techniques including literature review, case studies, and survey research.
Keywords:
Marketing automation, marketing performance, personalized communication, sales and marketing collaboration.
Proceedings Editor
Edmond Hajrizi
ISBN
978-9951-982-15-3
Location
UBT Lipjan, Kosovo
Start Date
25-10-2024 9:00 AM
End Date
27-10-2024 6:00 PM
DOI
10.33107/ubt-ic.2024.39
Recommended Citation
Podrimaj, Jetëlira; Limani, Ylber; and Domniku, Mirjeta, "Marketing Management Research: How Automation Affects the Performance of Marketing Operations" (2024). UBT International Conference. 39.
https://knowledgecenter.ubt-uni.net/conference/2024UBTIC/MBE/39
Marketing Management Research: How Automation Affects the Performance of Marketing Operations
UBT Lipjan, Kosovo
The main purpose of this article is the investigation of the advantages and effects that modern businesses experience in the case when they integrate automation into their marketing processes. The study examines how marketing operations can be enhanced and their value can raise by utilizing tools that support the automation of marketing processes. Furthermore, the elements and procedures that may impact marketing automation's effectiveness are discussed in this paper. A relatively recent idea, marketing automation substitutes automated and personalized communication for mass communication, enabling the sales and marketing departments to collaborate for optimal performance. By offering more thorough information about customers and all marketing and sales procedures, this new method boosts a company's value and presents substantial analytical opportunities. The implementation of marketing automation systems alters how marketing is conducted and transforms the marketing process as a whole. The research approach deploys quantitative and quantitative research techniques including literature review, case studies, and survey research.