FORMATION OF MARKETING AUTOMATION SYSTEM

Abstract

PROBLEM STATEMENT. This article highlights the main problems and prospects for the development of a marketing automation system through the lens of academic research.

RESEARCH OBJECTIVE. The aim of the article is to conduct a comprehensive analysis of the main approaches to the formation of a marketing automation system through the lens of modern academic research, which will allow identifying the most promising approaches from the perspective of practical implementation.

RESEARCH HYPOTHESIS. It is hypothesized that the key method, regardless of the approach to the formation of a marketing automation system (MAS), is the approach known as project management.

METHODS. The author utilized general scientific and specialized research methods. Systematic method and content analysis were used to define the key concepts of the marketing automation process. Comparative analysis was used to identify differences between approaches to forming MAS in B2B and B2C sectors. Case study method was used to investigate specific examples of MAS formation in various business organizations.

RESULTS. It has been determined that scientists successfully highlight many of the key elements of of Marketing Automation Systems (MAS), particularly focusing on specific aspects of marketing automation functions. However, there remains a need for further research on the approaches, methods, and tools for MAS development. Specifically, when considering the effect of implementing comprehensive, multifunctional, and integrated systems, the impact is undoubtedly extensive, especially in the case of leading martech companies, as documented by researchers. The study of their experience in developing of MAS, not only in the context of advancing technologies such as Artificial Intelligence (AI), Big Data, and others, but also the challenge of integrating the human component with the corresponding software in this process, should become one of the primary directions for future research.

CONCLUSIONS. It has been shown that the problem of forming a marketing automation system is gradually moving beyond the scope of business activities of companies and becoming the subject of academic research. At the same time, specialized studies still predominantly focus on specific aspects of the application of marketing automation (MA) functions, which are potentially considered as components of a holistic MAS. It has been proven that the main practical approaches to forming MAS are independent development and implementation by the business organization itself; acquisition of a ready-made solutions; or a combination of both approaches with corresponding advantages and risks.

KEYWORDS: marketing; marketing automation; marketing automation system; project management; business processes; marketing processes.