How the principles of one-to-one marketing are put into practice with modern marketing automation?

Abstract

This research studied the princinciples of one-to-one marketing and how they are put into action with modern marketing automation tools. Seven marketing automation specialists from B2B context in Finalnd were interviewed as part of the qualitative study. Interviews were implanted semi-structured so that the personal views of marketing automation specialists are seen.

Results of the research supported the main believes behind the ideas of one-to-one marketing. However, in the study it was noticed that modern marketing automation gives the opportunity to scale personalized communications even further than the objectives in one-to-one marketing.

As limitations of the study it has to be considered that the earlier research regarding the subject is limited. In addition all the respondents were using the same marketing automation tool, even though there’s several alternatives existing.