preprints.org > business, economics and management > business and management > doi: 10.20944/preprints202408.0327.v1 (registering DOI)

Preprint Article Version 1 This version is not peer-reviewed

Version 1 : Received: 2 August 2024 / Approved: 5 August 2024 / Online: 6 August 2024 (12:17:12 CEST)

This study investigates the adoption of Robotic Process Automation (RPA) in marketing operations, exploring its impact on efficiency, data accuracy, and overall effectiveness. RPA has emerged as a transformative technology, automating routine tasks such as data entry, report generation, and campaign management, which has significantly enhanced operational efficiency within marketing departments. By automating repetitive processes, RPA enables marketing professionals to focus on strategic and creative tasks, resulting in accelerated campaign execution and improved productivity. Additionally, the integration of RPA with Customer Relationship Management (CRM) systems has led to more accurate and consistent data, providing valuable real-time insights that enhance decision-making and personalization in marketing strategies. Despite these benefits, the study also highlights several challenges associated with RPA adoption. These include concerns about workforce implications, such as job displacement and the need for reskilling, as well as implementation difficulties related to system compatibility and workflow design. Ethical and regulatory considerations, particularly regarding data privacy and compliance, are also critical factors that organizations must address to maintain customer trust and adhere to legal standards. The study further explores the potential of integrating artificial intelligence (AI) with RPA to drive future innovations in marketing automation. AI-driven RPA offers advanced capabilities, including predictive modeling and personalized marketing, which promise to enhance the effectiveness of automation strategies. The findings underscore the need for organizations to adopt best practices in RPA implementation and remain adaptable to technological advancements to fully leverage the benefits of automation and maintain a competitive edge in the dynamic marketing landscape.

robotic process automation; marketing efficiency; data accuracy; CRM integration; workforce reskilling; implementation challenges; AI integration

Business, Economics and Management, Business and Management

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