Development of marketing automation

: next steps and future avenues

Abstract

Automating marketing operations has become a prevalent strategy for businesses seeking to enhance customer acquisition, journeys, engagement, and retention. This systematic literature review intends to explore the impact of marketing automation (MA) on the critical aspects of customer relationship management through a comprehensive review of the most reputable and peer-reviewed journals. The major themes, theoretical approaches, patterns, and insights into the effectiveness of MA in improving marketing operations and complementing sales operations. Overall, this inquiry aims to synthesise the findings, providing a holistic understanding of MA and a basis for future theoretical and practical streams. Continuously optimising customers’ experience and usability, integrating new technologies, ensuring collaboration among stakeholders, and maintaining accurate reporting systems are imperative to successful adoption of MA.

Date of Award	15 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Božidar Vlačić (Supervisor)