Indicators to choose a suitable Marketing Automation Platform

Florian Berghofer, Gunter Hofbauer and Anita Sangl
Additional contact information
Florian Berghofer: Banking and Finance Academy of the Republic of Uzbekistan, Tashkent, Uzbekistan
Gunter Hofbauer: Banking and Finance Academy of the Republic of Uzbekistan, Tashkent, Uzbekistan
Anita Sangl: Banking and Finance Academy of the Republic of Uzbekistan, Tashkent, Uzbekistan

International Journal of Management Science and Business Administration, 2018, vol. 4, issue 3, 52-60

Abstract: Marketing automation platforms are an efficient tool for the collection, analysis and the processing of customer information. As a consequence, they are a highly relevant aspect of modern marketing, both for the practical and academic discussion. The rising demand implicates a more complex vendor land-scape, whereby the comparison and selection of marketing technology are getting increasingly difficult. This article is an analytical and conceptual paper. The research question deals with the identification of indicators regarding the selection of a suitable marketing automation platform. Initially, the increasing necessity of marketing technology is pointed out. A general understanding of marketing automation as relevant subarea of marketing technology will be enabled. For this reason, a definition, relevant features as well as chances and risks are presented on the basis of a critical literature research. A holistic decision model for choosing a marketing automation solution complements the basic information and shows a selection procedure as well as the most essential selection and evaluation indicators. The specific contribution for academic discussion is twofold: Firstly, the key aspects of marketing auto-mation are presented, and its basics are introduced. Secondly, this paper describes a framework that serves as recommendation and orientation for the selection process of marketing automation platforms and marketing technology.

Keywords: Marketing automation; Marketing cloud; Digital transformation; Marketing technology; Technology selection; Digitization (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://researchleap.com/wp-content/uploads/2018/0 ... -Platform.edited.pdf
https://researchleap.com/indicators-choose-suitabl ... automation-platform/ (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:mgs:ijmsba:v:4:y:2018:i:3:p:52-60

DOI: 10.18775/ijmsba.1849-5664-5419.2014.43.1006

Access Statistics for this article

More articles in International Journal of Management Science and Business Administration from Inovatus Services Ltd.
Bibliographic data for series maintained by Bojan Obrenovic ().