Abstract:

The paper presents the issues related to automation of selected internet marketing processes. A vital aspect of contemporary enterprises functioning is a properly defined and selected marketing theory implemented within the virtual information space. This is a component of communication between potential customers and the enterprise. This space requires that marketing processes are automated. This is carried out based on the mechanisms available in such solutions as: Marketing Automation and Programmatic Marketing. An important role here play: artificial intelligence, machine learning and software bots. The underlying objective of the paper is the investigate the interest of commercial enterprises that operate based on the traditional-internet business model in implementing solutions in the scope of e-marketing processes automation. The pilot research was conducted with the use of a survey questionnaire and additional phone conversations as a free-form interviews among the enterprises of the gardening industry in the selected EU countries. Within the research the authors have distinguished three components of solutions applied in optimising marketing processes: Marketing Automation, Programmatic Marketing and chat bots. The results demonstrate a significant interest in the discussed solutions, in particular in implementing them on social media portals, communication with clients as well as customer behaviour analysis and monitoring. The results of the research also include opinions of entreprenuers, which indicted the potential benefits of the presented solutions pertaining to marketing processes optimisation, such as: reduced cost of service, a possibility of acquiring additional data indispensable to segment and analyse loyalty of customers.