A Study on the Role of Automation in Digital Marketing in Andhra Pradesh – India
Authors
Assistant Professor, Dept. of Bba, Kl Business School, Klef (India)
Research Scholar, Dept. Of Bba, Kl Business School, Klef (India)
Research Scholar, Dept. Of Bba, Kl Business School, Klef (India)
Research Scholar, Dept. Of Bba, Kl Business School, Klef (India)
Research Scholar, Dept. Of Bba, Kl Business School, Klef (India)
Article Information
DOI: 10.51584/IJRIAS.2025.10100000175
Subject Category: Marketing
Volume/Issue: 10/10 | Page No: 2016-2021
Publication Timeline
Submitted: 2025-10-30
Accepted: 2025-11-06
Published: 2025-11-20
Abstract
Automation has revolutionized digital marketing by enabling businesses to perform complex tasks with higher efficiency, accuracy, and personalization. This paper explores the role of automation technologies such as Artificial Intelligence (AI), Machine Learning (ML), Customer Relationship Management (CRM) systems, and programmatic advertising—in optimizing marketing performance. Drawing from 25 academic and industry studies, this research employs a qualitative synthesis and illustrative quantitative insights to evaluate the impact of automation on marketing efficiency, customer engagement, and cost optimization. Findings reveal that automation enhances targeting precision, accelerates campaign management, and strengthens customer relationships. However, ethical and data privacy concerns persist. The study concludes that strategic integration of automation with human creativity creates the most effective marketing ecosystems.
Keywords
Digital Marketing, Automation, Artificial Intelligence, CRM, Programmatic Advertising, Chatbots, Customer Experience.
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