Automation of Marketing Communication on the Internet Cover Image

Automatyzacja komunikacji marketingowej w Internecie
Automation of Marketing Communication on the Internet

Author(s): Andrzej Bajdak
Subject(s): Theory of Communication, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: marketing communication; marketing innovations; marketing automation;

Summary/Abstract: Marketing communication, which uses traditional media, is becoming less efficient and less effective. This problem also applies to marketing communication using the Internet. In this situation, managers are looking for new, more efficient and effective ways to communicate with customers. A significant part of new forms of communication was created by the development of information and communication technologies. This article presents the automation of marketing communication as a marketing innovation. The article also discusses the main factors forcing the company to implement marketing innovations in the field of marketing communications. It also identifies the benefits associated with automating communication using marketing automation systems. The article was prepared based on the literature, the results of research available on secondary sources, and companies’ materials offering marketing automation systems.

  • Issue Year: 362/2016
  • Issue No: 3
  • Page Range: 27-36
  • Page Count: 10
  • Language: Polish