Marketing Automation in B2B Services as a Necessary Form in Acquiring a Contemporary Client (Automatyzacja marketingu w uslugach B2B jako niezbedna forma pozyskiwania wspolczesnego klienta)

Malgorzata Pol ()
Additional contact information
Malgorzata Pol: Departament of Management Infrastructure, Faculty of Computer Science and Management, Wroclaw University of Science and Technology

Problemy Zarzadzania, 2019, vol. 17, issue 85, 74-88

Abstract: Acquiring a new customer, who nowadays is characterized by great awareness of goods and services selected in the market, at the same time functioning in times of high market competition and a huge flow of information from various media, requires the entrepreneur to create a product offer tailored to the potential customer. According to the author of the article, marketing automation seems to be a necessary complement to the traditional forms of marketing communication. This tool streamlines the collection of behavioral, geographical and transactional data of potential customers. It improves the segmentation of potential customers. It enhances the effectiveness of communication activities between the recipient and the sender. As a result, the entrepreneur has the opportunity to present a personalized sales offer, with a smaller financial outlay on marketing activities. The purpose of this article is to attempt to assess the effectiveness of customer acquisition using traditional marketing communication methods along with the development of a proposal to improve communication in the enterprise under analysis using individual automated marketing tools. The author used two research methods in her work: the first concerned the analysis of available literature, followed by the qualitative method of case study. This choice was conditioned by the desire to thoroughly understand the phenomenon rather than solely analyze variables.

Keywords: marketing automation; marketing communication; digital marketing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://press.wz.uw.edu.pl/ems/vol17/iss85/5 (application/pdf)
http://pz.wz.uw.edu.pl/en (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:sgm:pzwzuw:v:17:i:85:y:2019:p:74-88

Access Statistics for this article

More articles in Problemy Zarzadzania from University of Warsaw, Faculty of Management Contact information at EDIRC.
Bibliographic data for series maintained by ().