Marketing automation – systemy wspierające i łączące pracę działu marketingu i działu sprzedaży
Marketing Automation – a Technology that Supports and Combines Work of Marketing and Sales Departments
Author(s): Andrzej BajdakSubject(s): Economy
Published by: Wydawnictwo Uniwersytetu Rzeszowskiego
Keywords: marketing automation; sales department;internet marketing; marketing communication
Summary/Abstract: Marketing automation systems emerged at the beginning of the 21st century as development of e-mail marketing systems and provided a new functionality that allowed for monitoring website users’ behaviours. From the perspective of tasks undertaken by marketing and sales departments, marketing au-tomation systems are characterised by numerous advantages including the following: They: enable automatisation of marketing and sales related activities by means of one database of present and potential customers that is available for all employees; service all online customer communication channels; adjust communication to the level of potential customer’s readiness to make a purchase; create comprehensive databases of present and potential customers as a result of which commu-niqués are better adjusted to needs and expectations of identified target groups and communica-tion gets more effective; help potential customers get prepared sufficiently to talk to sales staff as a result of which the very contact takes place in the optimal time; enable establishment of long lasting relationships with customers; store all information concerning activities performed in the system and its users. Managers are provided with detailed reports that describe the course and costs of all marketing and sales acti-vities. Additionally, information about effectiveness of each employee is available; employees who do not have to perform simple but time-consuming tasks may spend more time on conceptual work; contribute to reduction of operational costs; and lead to an increase in revenues as a result of implementation of marketing automation systems.
Journal: Nierówności Społeczne a Wzrost Gospodarczy
- Issue Year: 2016
- Issue No: 45
- Page Range: 449-456
- Page Count: 8
- Language: Polish