Roadmap to Marketing Automation

Alexander Körner ()
Additional contact information
Alexander Körner: b.relevant – Agile Digital Marketing Agency GmbH

A chapter in Marketing and Sales Automation, 2023, pp 19-35 from Springer

Abstract: Abstract Marketing automation, like content marketing, is one of the big buzzwords nowadays. In many cases, the perception is shortened to software solutions. Thus, the scope and relevance of marketing automation is often underestimated. Accordingly, many companies approach the implementation of marketing automation tools naively. This chapter is intended to give you an insight into how you can approach the topic sensibly and successfully introduce and operate marketing automation. This article presents seven steps and the most important milestones on the way to marketing automation. Right at the outset, it is important to dispel widespread misperceptions: 1. Marketing Automation is not a software project. Rather, in view of the far-reaching implications for all market-oriented areas, especially for marketing and sales, it is primarily a strategy project. 2. Marketing automation is not a question of technology. It is not primarily about the use of technology in marketing, but rather about a changed mindset that is supported by technology. Marketing automation brings together content, data, and technology to create a new approach to marketing (see Fig. 1). 3. Marketing automation can neither be successfully implemented on the side with existing resources and employees nor with the support of established, traditionally oriented service providers (traditional and digital). Instead, it requires sufficient know-how, budget, and management sponsorship.

Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:mgmchp:978-3-031-20040-3_3

Ordering information: This item can be ordered from
http://www.springer.com/9783031200403

DOI: 10.1007/978-3-031-20040-3_3

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().