Automation in Digital Marketing

Abstract

Marketing automation is becoming an increasingly important topic for marketing managers and practitioners. Despite the well-known use of automation in marketing activities, academic study into marketing automation is minimal compared to, possibly, the recent surge. This chapter addresses this important omission. Findings suggest that to get the most out of automation in digital marketing, organizations need to integrate automation into every part of their operations. Digitalization is an unavoidable prerequisite for the successful adoption of marketing automation. Marketing firms can make better judgments by opting for the excellent use of automation platforms in digital marketing. The creation of effective marketing teams is made more accessible by using marketing automation, although the process is not without its challenges. Automation will allow them to maximize the benefits that marketing automation provides.