Research on Marketing Automation for Brand Personalized Communication: Applications and Challenges

Meiyang Li
Additional contact information
Meiyang Li: Jilin Chengyang Enterprise Consulting Co., Ltd., Changchun 130052, Jilin, China

Studies in Social Science & Humanities, 2024, vol. 3, issue 12, 34-41

Abstract: This study aims to explore the application of marketing automation technology in brand personalized communication and the challenges it faces. With the continuous development of digital marketing, marketing automation has become an important tool for brands to establish personalized connections with consumers. This paper first reviews the literature on marketing automation and personalized communication, then analyzes how marketing automation achieves personalized content customization and dissemination through the collection and analysis of consumer data. Subsequently, the paper assesses the effectiveness of personalized marketing strategies among different consumer groups and discusses the balance between data privacy and personalized marketing. Through case studies, this paper reveals the practical applications and challenges of marketing automation and proposes corresponding strategic recommendations. The research results show that although marketing automation provides brands with strong personalized communication capabilities, it needs to overcome technical, strategic, and execution challenges in the implementation process while properly handling data privacy issues. This study provides insights for brand managers on how to effectively use marketing automation tools and points the direction for future research.

Keywords: marketing automation; personalized communication; brand management; consumer behavior; data privacy; technical challenges; strategic challenges; execution challenges (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.paradigmpress.org/SSSH/article/view/1459/1291 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bdz:ssosch:v:3:y:2024:i:12:p:34-41

DOI: 10.56397/SSSH.2024.12.06

Access Statistics for this article

More articles in Studies in Social Science & Humanities from Paradigm Academic Press
Bibliographic data for series maintained by Editorial Office ().