Research on Marketing Automation for Brand Personalized Communication: Applications and Challenges

Abstract

This study aims to explore the application of marketing automation technology in brand personalized communication and the challenges it faces. With the continuous development of digital marketing, marketing automation has become an important tool for brands to establish personalized connections with consumers. This paper first reviews the literature on marketing automation and personalized communication, then analyzes how marketing automation achieves personalized content customization and dissemination through the collection and analysis of consumer data. Subsequently, the paper assesses the effectiveness of personalized marketing strategies among different consumer groups and discusses the balance between data privacy and personalized marketing. Through case studies, this paper reveals the practical applications and challenges of marketing automation and proposes corresponding strategic recommendations. The research results show that although marketing automation provides brands with strong personalized communication capabilities, it needs to overcome technical, strategic, and execution challenges in the implementation process while properly handling data privacy issues. This study provides insights for brand managers on how to effectively use marketing automation tools and points the direction for future research.