Résumé:
In the face of accelerating digital transformation, agri-food companies must rethink their marketing strategies to meet evolving consumer expectations. This shift raises a central question: “How does the integration of marketing automation contribute to the performance of digital campaigns in the Agri-food industry?” This question forms the core of our study, which aims to explore the strategic implications of marketing automation on campaign performance within this traditionally less digitized sector.
Our research involved the progressive automation of a digital campaign for a product launch at Laiterie Soummam, covering all phases from pre-launch to post-launch. By integrating both the company’s existing automation tools and additional advanced solutions and innovative tools we integrated ourselves, we assessed campaign performance through a comprehensive set of KPIs, surveys, interview, SWOT analyses, and comparative studies. This multi-faceted approach enabled us to evaluate not only the campaign’s effectiveness, efficacy, and efficiency, but also the tangible impact of marketing automation on operational workflows and customer engagement.
