AI and Marketing Automation

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 29 in Digital Marketing, 2024, pp 301-306 from Springer

Abstract: Abstract Marketing automation leverages software to streamline marketing processes like customer segmentation, data integration, and campaign management, enhancing decision-making and boosting ROI. AI plays a critical role in this, analyzing vast data to predict customer behavior, enabling highly personalized campaigns, and automating repetitive tasks. Effective marketing automation involves key components like data collection, segmentation, triggers, and customized objectives. Compliance with GDPR is crucial for ethical data handling. Examples include dynamic promotions in restaurant franchises and personalized marketing in cinemas. Differentiating from CRM systems and email management, marketing automation integrates multiple channels for a holistic strategy. Implementing it requires starting small, continuous monitoring, and integrating diverse channels. The process involves data collection, management, triggers, customized objectives, and GDPR compliance. Key takeaways highlight the transformative impact of marketing automation on customer engagement and business success, emphasizing the importance of data quality, technical expertise, and continuous optimization.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_29

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