Marketing Automation as a Factor in Improving the Operational Efficiency of Advertising Agencies: Economic Aspects and Business Model Transformation

This article defines key terms related to the research topic (marketing automation, operational efficiency, advertising agencies) and substantiates the relevance of marketing automation as a factor in improving the operational efficiency of advertising agencies through the lens of economic aspects and business model transformation. The article identifies the specific features of marketing automation, as well as its advantages and disadvantages in the context of digital marketing transformation.