Digital marketing automation

Abstract

Increased competition in an uncertain digital environment requires new approaches to improving marketing and business efficiency. Automation of business processes and marketing ensures management decisions aimed at improving customer experience by collecting, processing, and analyzing a huge amount of objective customer data from various sources and software services. For the company, it saves time and resources by automating routine processes, and, given the improved customer experience and corresponding loyalty of the target audience, it helps to increase the efficiency of marketing investments and improve the effectiveness of digital marketing (DM) and business. The article is aimed at substantiating the structure of a single user profile based on the integration of ESP and other DM software services with a CRM system.  The hypothesis is formulated: creating a single user profile based on the integration of ESP and other DM software services with a CRM system by speeding up communication and improving customer experi­ence will increase the efficiency of DM and business in general. The research was conducted using general scientific and special methods: analysis and synthesis, system-structural analy­sis, comparison, systematic, logical generali­zation of results. Considerable attention is paid to email marketing, which remains one of the most popular DM automation tools, as it allows you to smoothly guide the consumer through the sales funnel with a high return on marketing investment. The effectiveness of integrating a CRM system and an ESP is proved, due to the specialization and functional features of the latter in interacting with consumers via email. The technologies, stages and tools of DM automation are systematized. It is proposed to collect all information about a particular consumer in a single user profile. This requires finding a technical solution for each business process and connecting software services into a single digital ecosystem. Collecting information about the company’s customers and their journey at all points of interaction in one place by integrating the services used into a single user profile allows you to make more effective decisions in marketing and business and achieve business goals