182 | nº 29, pp. 169-196 | doxa.comunicación
July-December of 2019
Intelligent automation in communication management
ISSN: 1696-019X / e-ISSN: 2386-3978
address (especially for location-based marketing), the device or the browser to which it is sent. Besides, being able to use individual information such as keywords entered in a search engine, purchase history, previous and current browsing behaviour or account configuration information (Heimbach et al., 2015, p. 131).
“The algorithms are even more relevant, or at least more useful in the day-to-day organizations when they are used for the planning of messaging routines, adaptation or even automatic content creation” (Moreno, Athaydes, & Navarro, 2018, p. 89).
Bucklin, Lehmann, & Little (1998, pp. 236-237) believe that automation will continue to grow, but they do not believe that all marketing decisions should be automated. Likewise, they believe that thanks to automation, the marketing manager will be able to occupy a role that leads to solve much deeper difficulties that could be aligned with this same automation process or other tasks of marketing, achieving greater productivity in the company. Bucklin et al. (1998, pp. 236-240) state that three key elements will enhance decisions in marketing automation:
Figure 2. Elements that enhance an automation process. Source: Bucklin, R. E., Lehmann, D. R., & Little, J. D. C. (1998). From decision support to decision automation: A 2020 vision. Marketing Letters, 9 (3), 235–246.
Source: Self-Elaboration
Improved productivity, where the marketing manager stops participating in simple and repetitive decision making
Better decision-making, using certain models can generate better effectiveness in decision-making than those made by the same managers, considering that the models can process a large amount of information, establish patterns and then predict certain elements for making decisions.
Mass personalization demands, where automation allows the personalization of information for different marketing activities.
