The performance of marketing automation in Finland
Vo, Doan (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051310581
https://urn.fi/URN:NBN:fi:amk-2023051310581
Tiivistelmä
This Bachelor’s thesis discusses the application of marketing automation in Finland, compared with the theory in general. The main objective of the study was to analyze how marketing automation has performed in Finland and predict the future of it in this country. The potential of marketing automation in Finland discussed in this thesis would be a good resource for further study shortly.
The thesis consisted of two main parts: the theory section and the research section. The theory section introduced the concept, benefits, and challenges of marketing automation from the theory point of view. Additionally, there was a light overview of the marketing scenarios and trends in Finland. The research part was focusing on the real-life practice of marketing automation in Finland, comparing it with the theoretical study and further discovering the development.
The research was conducted in a qualitative method. The data was collected through desktop research and in-depth interview. For the desktop research, high-quality and academic sources were used to investigate. The in-depth interview was conducted with 6 interviewees who have been working closely with marketing automation in companies in Finland. All the answers were recorded confidentially for deep insights and study. Combining all the answers and findings, the research part was carried out to solve all the investigated and research questions.
Generally, the research showed an optimistic overview of the performance of marketing automation in Finland. All of the findings supported the idea that marketing automation was worthy of investing, but also considered based on the purpose and the budget of the company. The results from all the interviews agreed that marketing automation was now a trend and would grow very fast in Finland. Marketing automation could be dominant in the marketing industry in Finland shortly.
The thesis consisted of two main parts: the theory section and the research section. The theory section introduced the concept, benefits, and challenges of marketing automation from the theory point of view. Additionally, there was a light overview of the marketing scenarios and trends in Finland. The research part was focusing on the real-life practice of marketing automation in Finland, comparing it with the theoretical study and further discovering the development.
The research was conducted in a qualitative method. The data was collected through desktop research and in-depth interview. For the desktop research, high-quality and academic sources were used to investigate. The in-depth interview was conducted with 6 interviewees who have been working closely with marketing automation in companies in Finland. All the answers were recorded confidentially for deep insights and study. Combining all the answers and findings, the research part was carried out to solve all the investigated and research questions.
Generally, the research showed an optimistic overview of the performance of marketing automation in Finland. All of the findings supported the idea that marketing automation was worthy of investing, but also considered based on the purpose and the budget of the company. The results from all the interviews agreed that marketing automation was now a trend and would grow very fast in Finland. Marketing automation could be dominant in the marketing industry in Finland shortly.