Implementation of Marketing Automation System in Business Marketing
Abstract
Marketing Automation (MA) is the utilization of marketing technology solutions to automate marketing processes including planning, budgeting, segmentation, database management analytics, creative execution, asset management, campaign execution, lead management and reporting. These marketing technologies are a combination of software, networks and hardware that allow the inputs, processing and outputs of marketing and business information and content (Biegel,2009). This descriptive study explains what marketing automation is and how it can potentially help a business in general. In addition, it illustrates the importance of MA in helping sales and marketing teams to do their jobs more effectively and achieve their goals. Besides, it clarifies some MA misconceptions that make MA so confusing and the marketers more hesitated to use it. MA becomes a suitable solution for both of small and large businesses to run all the complex marketing activities with limited resources and a huge time saver. Consequently, the marketers are supposed to understand the MA system correctly and its benefits before they make a decision for applying it and follow a clarified strategy to ensure that the chosen solution will help them to achieve their goals.
