IDEAS home Printed from https://ideas.repec.org/h/spr/sptchp/978-3-031-69518-6_29.html
   My bibliography  Save this book chapter

AI and Marketing Automation

In: Digital Marketing

Author

Listed:
  • Klaus Solberg Söilen

    (Halmstad University)

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.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "AI and Marketing Automation," Springer Texts in Business and Economics, in: Digital Marketing, chapter 29, pages 301-306, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_29
    DOI: 10.1007/978-3-031-69518-6_29
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sptchp:978-3-031-69518-6_29. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.