Marketing automation processes as a way to improve contemporary marketing of a company
Journal Title: Marketing Instytucji Naukowych i Badawczych - Year 2013, Vol 9, Issue 3
Abstract
The main aim of this article is to identify the possibilities which are given to contemporary companies thanks to the usage of processes included in marketing automation system. This publication deals with the key aspects of this issue. Its shows how the importance of the organization changes, how its value increases, as a result of using the tools which are provided by the processes included in the concept of marketing automation. This article defines the factors and processes which influence an effective course of actions taken as a part of marketing automation. Because the concept of marketing automation is a completely new reality; it is giving up the communication based on mass distribution of a uniform contents for really personalized individual and fully automated communication. This is a completely new idea, a kind of coexistence, in which both a sales department and a marketing department cooperate with each other closely to achieve the best result. It is also a situation in which marketing can definitely confirm its contribution to the income generated by the company. But marketing automation also means huge analytical possibilities and a real increase of a company’s value, its value added generated by the system – the source of information about clients, about all processes both marketing and sales, taking place in a company. The introduction of marketing automation system alters not only the current functioning of a marketing department, but also marketers themselves. In fact, everything that marketing automation system provides, including primarily accumulated unique knowledge of the client, is also a critical marketing value of every modern enterprise.
Authors and Affiliations
Witold Świeczak
Keywords
Related Articles
- EP ID EP70658
- DOI 10.14611/minib.09.03.2013.12
- Views 86
- Downloads 1
The cooperation between universities as a way to build strong business and scientific units
More and more frequently in the literature you can meet the described cooperation between the university and the business environment. These projects relate both to joint research, raising funds in the framework of EU gr...
Recommending scientific organization by employees as the example of their prosumer activity
In the article the problems related to recommending the employer by employees are presented. It is described as the example of employees’ prosumption activity. Transmitting their opinions about the organization as the em...
Miejsce nauki w odbiorze społecznym
Połączenie nauki i społeczeństwa jest nieuchronne i staje się coraz bardziej istotne. Nauka stanowi atrakcyjny materiał dla mediów, ale potrzebuje dostarczyć interesujący materiał w atrakcyjnym obszarze. Powstaje zatem p...
Model of cooperation between science and industry (S2B –Science to Business) in the area of improving the conditions of work – experiences of the Central Institute for Labour Protection – National Research Institute
The paper presented the experiences of Central Institute for Labour Protection – National Research Institute in the area of starting cooperation with companies, based on building networking structures in Poland. For the...
Skojarzenia z uczelnią jako pracodawcą – opinie kobiet i mężczyzn reprezentujących młodych potencjalnych pracowników
Artykuł ma charakter teoretyczno-empiryczny. W części teoretycznej na podstawie wyników analizy poznawczo-krytycznej światowej literatury przedmiotu przedstawiono znaczenie skojarzeń potencjalnych pracowników z przyszłym...