Marketing automation processes as a way to improve contemporary marketing of a company

- Witold Świeczak, M.Sc. Eng.

The main aim of this article is to identify the possibilities which are given to contemporary companies thanks to the usage of processes included in marketing automation system. This publication deals with the key aspects of this issue. Its shows how the importance of the organization changes, how its value increases, as a result of using the tools which are provided by the processes included in the concept of marketing automation. This article defines the factors and processes which influence an effective course of actions taken as a part of marketing automation. Because the concept of marketing automation is a completely new reality; it is giving up the communication based on mass distribution of a uniform contents for really personalized individual and fully automated communication. This is a completely new idea, a kind of coexistence, in which both a sales department and a marketing department cooperate with each other closely to achieve the best result. It is also a situation in which marketing can definitely confirm its contribution to the income generated by the company. But marketing automation also means huge analytical possibilities and a real increase of a company’s value, its value added generated by the system – the source of information about clients, about all processes both marketing and sales, taking place in a company. The introduction of marketing automation system alters not only the current functioning of a marketing department, but also marketers themselves. In fact, everything that marketing automation system provides, including primarily accumulated unique knowledge of the client, is also a critical marketing value of every modern enterprise.

Witold Świeczak, M.Sc. Eng., Institute of Aviation, Poland – MA, engineer, graduate of Environmental Protection at the Faculty of Energy and Environmental Engineering of the Silesian University of Technology. He works for the Institute of Aviation in the department of marketing as a project manager. He deals with analyzing research market and the aerospace sector. He is specialized in inbound marketing. Moreover, he manages guerilla and ambient marketing activities as well as charitable activities of the Institute of Aviation. He is responsible for the activities of Corporate Social Responsibility.

DOI: 10.14611/minib.09.03.2013.12

Contact: Witold.Swieczak(at)

MINIB, 2013, Vol. 9, Issue 3
Resize of Open_Access_logo_PLoS_white Available in Open Access.

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