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[{"key": "dc.contributor.advisor", "value": "Halttunen, Veikko", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Arponen, Leo-Pekka", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-05-21T11:08:18Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-05-21T11:08:18Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/75852", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Markkinoinnin automaatiosta on puhuttu jo viimeiset kaksi vuosikymment\u00e4, mutta jatkuvan kehityksen seurauksena siit\u00e4 on tullut paljon muutakin kuin pelkk\u00e4 tuki p\u00e4\u00e4t\u00f6ksentekoa varten. Tulevaisuudessa markkinat ja markkinointi itsess\u00e4\u00e4n tulevat edelleen kehittym\u00e4\u00e4n, mink\u00e4 seurauksena my\u00f6s kuluttajien tarpeet muuttuvat. Jotta muuttuviin tarpeisiin ja uusiin haasteisiin on mahdollista vastata, yritysten kannattaa harkita uusia menetelmi\u00e4 kuluttajien tavoittamiseksi. Markkinoinnin automaatio voi tuoda kehityksen tuomiin haasteisiin ratkaisun. T\u00e4m\u00e4 kandidaatintutkielma toteutettiin kirjallisuuskatsauksena, jonka tarkoituksena oli selvitt\u00e4\u00e4, mist\u00e4 markkinoinnin automaatio koostuu ja kuinka markkinoinnin automaatio tukee perinteist\u00e4 markkinointiprosessia. Markkinoinnin automaation esitettiin koostuvan markkinointiteknologioista, strategioista ja niit\u00e4 hy\u00f6dynt\u00e4vist\u00e4 ihmisist\u00e4. Tutkielman tuloksina markkinoinnin automaation esitettiin tukevan perinteist\u00e4 markkinointiprosessia kolmen osa-alueen kautta. Tuen osa-alueita olivat asiakassuhteiden hallinta, asiakaskokemuksen personointi sek\u00e4 liidien generointi. Vaikka markkinoinnin automaatio voikin ensisilm\u00e4yksell\u00e4 vaikuttaa oikotielt\u00e4 onneen, se ei sit\u00e4 ole, sill\u00e4 markkinoinnin automaation k\u00e4ytt\u00f6\u00f6noton j\u00e4lkeinen jatkuva yll\u00e4pito voi koitua haasteelliseksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Marketing automation has been discussed about for the past two decades, but because of continuous development it has become much more than just a tool for decision making. Markets and marketing itself are going to evolve further in the future, therefore consumers' needs are going to change. To answer the changing needs and new challenges, companies should consider new methods to reach consumers. Marketing automation can offer a solution to the challenges brought by development. This bachelor's thesis was carried out as a literature review, and its purpose was to examine what marketing automation consists of and how marketing automation supports traditional marketing process. Marketing automation was presented to consist of marketing technologies, strategies and the people who utilize them. As the result of the thesis, marketing automation was presented to support the traditional marketing process through three fields. The fields were customer relationship management, personalization of customer experience and generating leads. Even though marketing automation might first seem like a shortcut to success, it is not the case, as the continuous maintenance after implementation can prove to be challenging.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-05-21T11:08:18Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-05-21T11:08:18Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "31", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointiprosessi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointiteknologia", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Markkinoinnin automaatio perinteisen markkinointiprosessin tukena", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202105213112", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "automaatio", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakaskokemus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "personointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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