ABSTRACT
Date: 2025-05-29
Level: Bachelor thesis in Business Administration, 15 cr
Institution: School of Business, Society and Engineering, Mälardalen University
Authors: Andreas Halling (980114), Anton Lundman (981022), Leon Penzo (010421)
Title: Marketing automation in practice: Understanding business challenges.
Supervisor: Edward Gillmore
Keywords: Marketing Automation, Artificial Intelligence, Digital transformation, SMEs, Technology acceptance, Implementation
Research question:What challenges do small and medium-sized enterprises face when implementing marketing automation and AI, and how are these challenges handled?
Purpose:The purpose of the study is to increase understanding of how small and medium-sized enterprises work with marketing automation (MA) and artificial intelligence (AI), and what challenges arise during implementation. The study explores how these companies adapt and use available tools within the limits of their internal resources.
Method:The theoretical framework is based on the Technology Acceptance Model (TAM), the Resource-Based View (RBV), and the Diffusion of Innovations (DOI). A qualitative research method was used, and the empirical data consists of five semi-structured interviews with respondents who have experience in digital marketing and sales. The material was analyzed using thematic analysis.
Conclusion:The results show that most companies have a positive attitude toward the technology and see it as both useful and easy to use. However, challenges arise related to authenticity, personal branding, and legal uncertainty regarding data use. Successful implementation depends on internal competence, willingness to test, and the ability to adapt the technology to fit existing workflows. Combining AI's efficiency with human creativity is key for small firms wanting to benefit from digital tools without losing their unique voice.
2025. , p. 46