Marketing Automation

• Author: Todor R.D.
• Pages: 87-94

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 2 - 2016

Marketing automation

Raluca Dania TODOR1

Abstract: The automation of the marketing process seems to be nowadays, the only solution

to face the major changes brought by the fast evolution of technology and the continuous

increase in supply and demand. In order to achieve the desired marketing results, businessis

have to employ digital marketing and communication services. These services are efficient

and measurable thanks to the marketing technology used to track, score and implement each

campaign. Due to the techn ical progress, the marketing fragmentation, demand for

customized products and services on one side and the need to achieve constructive dialogue

with the customers, immediate and flexible response and the necessity to measure the

investments and the results on the other side, the classical marketing approached had

changed continue to improve substantially.

Key-words: marketing automation, online marketing, customer relationship management

1. Introduction

In order to be able to face competition, successful companies need to maintain a

very good relationship with their existing customers and also to be able to anticipate

their future needs. Thus, companies do no longer target customers as groups, but

they are trying to target them as individuals. Websites, social media or direct calls

can help companies to gather information about their customers, helping them also

in the analysis and forecasting process. But to be able to use this data, companies

need to use marketing automation tools.

The email marketing is considered to be an effective part of online lead

generation and nurturing. Companies using marketing automation tools have more

insight into the prospect’s interest, behavior and buying intention.

1 Transilvania University of Braşov, raluca.todor@unitbv.ro