Automation in Digital Marketing

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Author(s): Hafizah Omar Zaki (Universiti Kebangsaan Malaysia, Malaysia)and Dahlia Fernandez (Universiti Kebangsaan Malaysia, Malaysia)
Copyright: 2023
Pages: 11
Source title: Digital Natives as a Disruptive Force in Asian Businesses and Societies
Source Author(s)/Editor(s): Omkar Dastane (UCSI Graduate Business School, UCSI University, Malaysia), Aini Aman (Universiti Kebangsaan Malaysia, Malaysia)and Nurhizam Safie Bin Mohd Satar (Universiti Kebangsaan Malaysia, Malaysia)
DOI: 10.4018/978-1-6684-6782-4.ch014

Keywords: Business Science Reference / Digital Literacy / Human Aspects of Business / Library & Information Science

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Abstract

Marketing automation is becoming an increasingly important topic for marketing managers and practitioners. Despite the well-known use of automation in marketing activities, academic study into marketing automation is minimal compared to, possibly, the recent surge. This chapter addresses this important omission. Findings suggest that to get the most out of automation in digital marketing, organizations need to integrate automation into every part of their operations. Digitalization is an unavoidable prerequisite for the successful adoption of marketing automation. Marketing firms can make better judgments by opting for the excellent use of automation platforms in digital marketing. The creation of effective marketing teams is made more accessible by using marketing automation, although the process is not without its challenges. Automation will allow them to maximize the benefits that marketing automation provides.

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