Marketing Automation and Customer Loyalty

Janosch Baum ()
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Janosch Baum: JB Design

A chapter in Marketing and Sales Automation, 2023, pp 213-225 from Springer

Abstract: Abstract Marketing automation is a promising solution for personalized customer approaches, and the basic principles, applications, and optimizations have been researched accordingly, but the KPIs on the customer journey are usually only considered in the context of operational optimizations of content and design. In contrast, although customer centricity is embedded in promising corporate strategies, it must also be taken into account in the automated touchpoints. The relationship between marketing automation and customer loyalty should therefore be explained in greater depth in order to raise awareness of the effects. Three levers of impact are relevant here: The range of possibilities of marketing automation, the adaptation of the customers, and the legal restrictions. The findings are taken in addition from research and expert interviews. At this point, thanks go to Mathias Elsässer, Urs Frick, Scott Brinker, and Prof. Uwe Hannig for sharing their expertise.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-20040-3_13

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DOI: 10.1007/978-3-031-20040-3_13

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