Browsing by Author "Guilherme, Tatiana Brito"
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- Retail banks recommendations to properly implement marketing automation strategy?Publication . Guilherme, Tatiana Brito; Lino, Rute Sofia Barbosa XavierThe concept of Marketing Automation emerged from an urge to face the major changes brought by the fast evolution of technology and the continuous increase in supply and demand in this field. This new modern era of marketing not only improves marketers’ efficiency, but also gives an answer to the self-educated buyer’s demands. In order to achieve the desired marketing results, businesses have to employ digital marketing and communication services. These services help marketers to improve campaigns, measuring, scoring and lead nurturing, allowing better practices of Customer Relationship Management and strengthening relations with customers, increasing their loyalty and providing personalized treatment, amongst other advantages. The challenge to align Sales and Marketing can be easily met with this new platform that gathers measurable and visible results to track the success and measuring the Return on Investment of campaigns, while improving the quality of leads. At the same time, the sales department can monitor interest levels in order to close more deals. This dissertation intends to display the main concerns and best practices to implement Marketing Automation strategy in Retail banks. The purpose of making a benchmark was to better understand the concept in the banking industry, while performing a survey helped evaluating customers’ demands, to be able to make the best recommendations regarding the proper implementation of the strategy. Moreover, interviews with 4 marketing experts from different banks were performed in order to get some insights into the banking industry.