Impacts of marketing automation on business performance

The primary aim of this study is to investigate the impact of marketing automation on business performance by primarily focusing on the effect on sales and customer experience along with identifying the barriers that deter the successful implementation of this technology. Marketing automation allows businesses to compete effectively especially in the efforts to attract the customers' attention. The data were collected using semi-structured interviews. The results reveal that marketing automation places on strategies that can be used to increase consumer collaboration and coordination during the process of product development and enhancing their input and consequently increasing their experience. Marketing automation improves customer experience, saves time by relieving the daily tasks such as posting messages and sending emails, ensures consistency because same activities will generate the same results, leads to optimization of the marketing strategy and also yields a coordinate multi-channel campaign that allows companies to reach the customers with conditional content, smart and relevant segmentation. Despite the numerous benefit that lead to improvement of overall business performance, implementation of marketing automation in organizations encounters different several challenges that are highlighted as follows; lack the prerequisite laid guidelines to enhance the accomplishment of the marketing automation outcomes and inadequate data and inconsistency in the quality of information hinders the applicability of marketing automation in firms.