The effect of marketing automation on customer experience

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Pöyry, Essi
dc.contributor.author Rae, Tiia
dc.date.accessioned 2017-08-17T08:20:41Z
dc.date.available 2017-08-17T08:20:41Z
dc.date.issued 2016
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/27676
dc.description.abstract Marketing automation has gained marketers attention as an ideology that enables to automate traditionally manual marketing tasks. It enables automated, timely and personalized communications to customers. However, as marketing automation is still a young phenomenon, there is very limited amount of academic research about it. Successful customer experiences, on the other hand, have become more and more important as value creators for both customers and organizations. Superior customer experiences create clear competitive advantage. This research discusses the two phenomena and studies the effect of marketing automation on customer experience. Customer journey perspective and the transition from customer relationship management (CRM) to customer experience management (CEM) are discussed regarding customer experience. Furthermore, the concepts of database marketing, personalization, content marketing and lead management are studied for a better understanding of marketing automation. The findings of the research suggest that marketing automation affects customer experience with automated and personalized interactions along customer journeys. Furthermore, the findings indicate that marketing automation has both positive and negative effects on customer experience. Some of the suggested positive effects are personalized and timely customer interactions and increased trust and intimacy of customer relationships. Some of the negative effects are privacy risks and inaccuracy of customer data. en
dc.format.extent 32
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title The effect of marketing automation on customer experience en
dc.type G1 Kandidaatintyö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword marketing automation en
dc.subject.keyword customer experience en
dc.subject.keyword customer journey en
dc.subject.keyword customer relationship management en
dc.subject.keyword customer experience management en
dc.subject.keyword database marketing en
dc.subject.keyword personalization en
dc.subject.keyword content marketing en
dc.subject.keyword lead management en
dc.identifier.urn URN:NBN:fi:aalto-201708176580
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme Markkinointi fi


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