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Orchestrate-Phase

In: MarTech, KI und Automatisierung: Die Zukunft des Marketings

Author

Listed:
  • Andreas Fuchs

    (Technische Hochschule Würzburg-Schweinfurt)

Abstract

Zusammenfassung Dieses Kapitel zeigt, wie Unternehmen Marketing-Maßnahmen strategisch orchestrieren, um Effizienz, Personalisierung und Skalierbarkeit zu maximieren. Im Mittelpunkt steht die datengetriebene Omni-Channel-Orchestrierung, die eine konsistente Kundenansprache über verschiedene Kanäle hinweg ermöglicht. Dabei spielen Echtzeit-Interaktionen und Automatisierung eine zentrale Rolle, um Kunden mit relevanten Botschaften zum richtigen Zeitpunkt zu erreichen. Themen wie Real-Time-Interaction-Management (RTIM) zur personalisierten Kommunikation und Marketing-Resource-Management (MRM) zur effizienten Steuerung von Budgets und Assets werden praxisnah erläutert. Anhand konkreter Handlungsempfehlungen, Fallbeispiele und Tool-Bewertungen wird aufgezeigt, wie Unternehmen ihre Orchestrierungsstrategie erfolgreich umsetzen können.

Suggested Citation

  • Andreas Fuchs, 2025. "Orchestrate-Phase," Springer Books, in: MarTech, KI und Automatisierung: Die Zukunft des Marketings, chapter 0, pages 111-131, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48076-9_4
    DOI: 10.1007/978-3-658-48076-9_4
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