Faculty of Economics, MIT University , Skopje , North Macedonia
Marketing automation represents a modern approach to improve the efficiency and effectiveness of marketing activities through the application of technologies and software tools. Its significance stems from its ability to optimize time and resources not only of marketers, but also of entrepreneurs in the business sector, enabling personalized communication with customers on a large scale. The main motive behind automation is the need to better understand consumers and their needs, build long-term relationships and increase profit through automated data monitoring and analysis. Research in this area is commonly conducted through quantitative and qualitative
methods, including surveys, analyzes of existing systems and case studies. The main goal of marketing automation is to improve lead generation processes (the process of attracting and identifying potential customers), customer retention and themeasurability of marketing strategies, enabling companies to remain competitive in a dynamic business environment.
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