The future of marketing automation

Thomas H. Davenport and Judah Phillips

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 3, 213-224

Abstract: Many marketing activities will be largely automated by 2025. While people will still be responsible for marketing management and outcomes, substantially fewer people in the marketing team will oversee a larger number of automated systems. While there have been some attempts to identify what marketing organisations and practitioners need to do to take advantage of the disruption of marketing automation, their views of automation have been limited. This research addresses a variety of marketing automation activities and their implications for marketing functions, practices, and practitioners.

Keywords: marketing; automation; analytics; cognitive computing; artificial intelligence; machine learning; programmatic; optimisation; SEM; customers; channels; data (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2016:v:2:i:3:p:213-224

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