Readiness of small and medium enterprises for marketing automation

Title Alternative:Připravenost malých a středních podniků na marketingovou automatizaci
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dc.contributor.authorSemerádová, Tereza
dc.contributor.authorWeinlich, Petr
dc.date.accessioned2020-09-22T06:51:43Z
dc.date.available2020-09-22T06:51:43Z
dc.date.issued2020
dc.description.abstractVzhledem k rychlosti technologického pokroku v online marketingu a reklamě, marketingová automatizace se dostává stále více do popředí jak v aplikační, tak akademické oblasti. Nicméně i přes rostoucí popularitu tohoto nového marketingové přístupu, malé a střední podniky (MSP) narážejí na řadu významných překážek při jeho začleňování do svých podnikatelských procesů. V důsledku vysokých nároků na sběr zákaznických dat a nedostatku znalostí nezbytných k obsluhování systémů a řešení marketingové automatice, mnoho podniků není schopno plně využít potenciál, který marketingové technologie nabízejí. Tento článek popisuje mechanismy fungování automatizačních systémů v marketingu, shrnuje současný výzkum v této oblasti a analyzuje připravenost českých MSP implementovat nástroje digitálního marketingu a překážky, které jim v tom brání.cs
dc.description.abstractDa der technologische Fortschritt des Online-Shoppings und der Online-Werbung immer schneller voranschreitet, hat die Marketingautomatisierung sowohl bei Praktikern als auch bei Wissenschaftlern zunehmend an Bedeutung gewonnen. Trotz der wachsenden Beliebtheit dieses neuen Marketingansatzes gibt es jedoch viele Einschränkungen bei der Umsetzung durch kleine und mittlere Unternehmen (KMU). Aufgrund der hohen Anforderungen an die Erfassung von Kundendaten und des fortgeschrittenen Wissens, das für die Einrichtung und den Betrieb von Marketing-Automatisierungssystemen erforderlich ist, können viele Unternehmen das potenzielle Angebot an Marketingtechnologien nicht vollständig nutzen. Dieser Artikel beschreibt die Mechanismen der Marketingautomatisierung, bietet einen Überblick über die Forschung auf dem neuesten Stand der Technik und analysiert die aktuelle Bereitschaft tschechischer KMU, digitale Marketinginstrumente zu implementieren, sowie die Faktoren, die sie daran hindern.de
dc.description.abstractAs the technological progress of online shopping and advertising advances with increased speed, marketing automation has been gaining more attention from both practitioners and academics. However, despite the growing popularity of this new marketing approach, there are many restrictions when it comes to its implementation by small and medium enterprises (SMEs). Due to the high requirements regarding the collection of customer data and advanced knowledge necessary to set up and operate marketing automation systems, many enterprises are not able to fully grasp the potential marketing technologies offer. This article describes the mechanisms of marketing automation, provides the state-of-art research overview and analyses current level of readiness of Czech SMEs to implement digital marketing tools and the obstacles that prevent them to do so.en
dc.description.abstractWraz z dużym postępem technologicznym w zakresie marketingu i reklamy online, automatyzacja marketingu jest coraz częściej stosowana a także cieszy się rosnącym zainteresowaniem środowisk naukowych. Pomimo rosnącej popularności tego nowego marketingowego podejścia, małe i średnie przedsiębiorstwa (MSP) borykają się z wieloma poważnymi trudnościami związanymi z jego wdrażaniem we własnych procesach biznesowych. Z powodu wysokich wymagań dotyczących gromadzenia danych o klientach oraz braku wiedzy niezbędnej do obsługi systemów i rozwiązań automatyzacji marketingu, wiele przedsiębiorstw nie jest w stanie w pełni wykorzystać potencjału, jaki dają technologie marketingowe. W niniejszym artykule opisano mechanizmy funkcjonowania systemów automatyzacyjnych w marketingu, przedstawiono przegląd najnowszych badań w tym zakresie oraz przeanalizowano poziom gotowości czeskich MSP do wdrażania narzędzi marketingu cyfrowego i przeszkody, które im to uniemożliwiają.pl
dc.formattext
dc.identifier.doi10.15240/tul/004/2020-2-005
dc.identifier.eissn2571-0613
dc.identifier.issn1803-9782
dc.identifier.otherACC_2020_2_05
dc.identifier.urihttps://dspace.tul.cz/handle/15240/157685
dc.language.isoen
dc.licenseCC BY-NC 4.0
dc.publisherTechnická univerzita v Liberci, Česká republikacs
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dc.relation.ispartofACC Journalen
dc.relation.isrefereedtrue
dc.subjectMarketing automationen
dc.subjectE-commerceen
dc.subjectDigital economicsen
dc.subjectCustomer dataen
dc.subjectPersonalizationen
dc.titleReadiness of small and medium enterprises for marketing automationen
dc.title.alternativePřipravenost malých a středních podniků na marketingovou automatizacics
dc.title.alternativeBereitstellung von kleinen und mittleren Unternehmen für die Marketing-Automatisierungde
dc.title.alternativeGotowość małych i średnich przedsiębiorstw do automatyzacji marketingupl
dc.typeArticleen
local.accessopen
local.citation.epage68
local.citation.spage54
local.fulltextyesen
local.relation.issue2
local.relation.volume26
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