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Responding to Customer’s Decision-making Intention in Pandemic Scenario: Indicators for Choosing the Right Marketing Automation Platform
Yu-Ting Huang 1*
1Bachelor Programme of International Management, National Yunlin University of Science and Technology, Yunlin 640301, Taiwan
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Abstract:
The Covid-19 pandemic has impacted the marketing activities of companies in various industries and has had a dramatic impact on the global economy. Digital technologies played a vital role during the lockdown as they facilitated communication between organizations and customers. Channels for reaching customers and marketing communications are changing rapidly. Traditional buy-sell relationships between customers and companies are becoming more complex and must be understood in a more differentiated way. Supporting marketing activities by exploring digital technologies, this study is conducted to (1) provide insights into current marketing automation and customer decision-making intentions implemented by companies, and (2) identify the motivations, benefits, and challenges driving the adoption of digital marketing automation. A holistic MA model for choosing a MA solution complements the basic information and shows the selection procedure and the most important selection and evaluation indicators.
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Keywords: Decision-making intention, Marketing automation platform, Customer, Pandemic scenario, Review paper
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Received:October 30, 2022; Revised:November 07, 2022; Accepted:November 20, 2022; Published:December 30, 2022
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*Corresponding author; e-mail: ythuang@yuntech.edu.tw
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Citation:Huang, Y.T.(2022). Responding to Customer’s Decision-making Intention in Pandemic Scenario: Indicators for Choosing the Right Marketing Automation Platform. International Journal of Business Studies and Innovation, 2(4), 1-9. https://doi.org/10.35745/ijbsi2022v02.04.0001
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Copyright: ©
2022
The Author(s). Published with license by IIKII, Singapore. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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