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What is Marketing Automation

Chapter 17
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy
Refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online such as email, social media, websites, etc., and automate repetitive tasks.
Published in Chapter:
Understanding E-Marketing Strategies
María de la Soledad Zapata Agüera (Universidad Politécnica de Cartagena, Spain)
Copyright: © 2019 |Pages: 35
DOI: 10.4018/978-1-5225-6307-5.ch017
Abstract
Using digital channels allows you to transcend traditional constraints such a geography and time zones to connect with a much wider audience. For this author, e-marketing is important because the market is global and wider, and it is necessary to be able to reach a segment with precision using the digital marketing that gives us this option. The purpose of this chapter is to explain in a simple way the strategies related to e-marketing, both research, segmentation, targeting, and product positioning. All the contents are explained with examples that are easily understandable.
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Chapter 11
The Right Path to SCM-CRM Integration
The use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management.
Published in Chapter: The Right Path to SCM-CRM Integration; From: Handbook of Research on Enterprise Systems
Full Text Chapter Download: US $37.50 Add to Cart
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