Utilization of personalization in marketing automation and email marketing
Babet, Addou (2020)
Pro gradu -tutkielma
2020
School of Business and Management, Kauppatieteet
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi-fe2020062645875
http://urn.fi/URN:NBN:fi-fe2020062645875
Tiivistelmä
The utilization of personalization in marketing automation and email marketing is yet to be studied meticulously. The purpose of the paper is to build on existing literature and examine on how marketers practice the utilization of personalization in marketing automation and email marketing in order to pinpoint relevant and contemporary solutions for marketers regarding the phenomenon.
Literature regarding CRM, personalization and marketing automation is briefly reviewed and a multiple-case study is conducted to empirically highlight the effective ways and challenges of utilization of personalization in marketing automation and email marketing in order to maximize its potential.
The main findings indicate that personalization is perceived important especially when its benefits can be quantified and measured (e.g. increases in revenue and ROI). However, when it comes to the utilization of personalization in marketing automation and email, the potential is recognized but in practice it remains partially underutilized. Customer knowledge has a crucial role in personalization. Data unification and normalization are essential to effectively utilize customer knowledge for personalization in marketing automation and email marketing, but the findings indicate that this is challenging in practice. Thus, the marketers’ capabilities to personalize and act in real-time are hindered. Addressing the data related challenges that were found in this study should be a top priority for any marketer aiming to personalize effectively in marketing automation and email.
In terms of originality and value, this study advances the understanding of personalization and its utilization in marketing automation and in email marketing and provides actionable insight that marketers can benefit of.
Literature regarding CRM, personalization and marketing automation is briefly reviewed and a multiple-case study is conducted to empirically highlight the effective ways and challenges of utilization of personalization in marketing automation and email marketing in order to maximize its potential.
The main findings indicate that personalization is perceived important especially when its benefits can be quantified and measured (e.g. increases in revenue and ROI). However, when it comes to the utilization of personalization in marketing automation and email, the potential is recognized but in practice it remains partially underutilized. Customer knowledge has a crucial role in personalization. Data unification and normalization are essential to effectively utilize customer knowledge for personalization in marketing automation and email marketing, but the findings indicate that this is challenging in practice. Thus, the marketers’ capabilities to personalize and act in real-time are hindered. Addressing the data related challenges that were found in this study should be a top priority for any marketer aiming to personalize effectively in marketing automation and email.
In terms of originality and value, this study advances the understanding of personalization and its utilization in marketing automation and in email marketing and provides actionable insight that marketers can benefit of.