Author(s): Henry Kim
Marketing automation systems (MAS) have transformed how organizations interact with customers by converting traditional marketing funnels into dynamic, data-driven journeys. These systems automate lead generation, nurturing, and post-sale engagement, enabling businesses to efficiently turn prospects into loyal customers. By enhancing personalization and operational efficiency, MAS significantly improve customer experiences and retention (Camilleri, 2020; Chaffey, Ellis-Chadwick, & Mayer, 2009). This article explores the mechanisms, benefits, challenges, and best practices of MAS in reshaping the customer journey.