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Driving Innovation: New Technologies Impact in B2B Digital Sales at Automotive Leasing Industry: Case Study of Alphabet GmbH
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The financial results of business depend on the capabilities of marketing development.
Experiencing the current technological boom, companies must improve their marketing
strategies to maintain competitiveness. The car leasing sector lacks case studies on
incorporating technological advances into marketing. Hence, this document details the
experience in this field, of a Data-Driven Marketing student during a professional experience
at Alphabet GmbH – car leasing company. Despite Alphabet’s strong digital presence and
strategic marketing, it faces challenges: motivating marketers to adopt new technologies like
GenAI chats, implementing digital transformation via sales channels, and exceeding in
customer personalisation. The objectives of this project are: Evaluate the specific impact of
the evolutive technology in marketing; Provide a knowledge base, to marketing students and
interns; Research viable alternatives to enhance customer service and personalization. An
online survey was conducted to meet the first-two objectives mentioned above. Based on
GenAI usage in marketing related to four main variables, marketing performance, social
influence, quality GenAI corporate and data protection quality. Hypothesis testing was
prepared to investigate questions related to the project work objectives and with the
evolutive use of GenAI chats in marketing. Another survey was drawn-up to meet the last
objective, however, not sent yet. The online survey garnered 226 answers, addressing the
main impact in GenAI usage by job performance, social influence, quality GenAI and data
protection policies. Over 50% have more than 1 year of experience, reside in Germany, and
hold a master’s or postgraduate degree. The hypotheses outcomes indicate that years of
experience are influenced differently on how GenAI assist marketers in their new idea’s
creation. Additionally, the education level affects various aspects of GenAI usage. Lastly, the
professional’s residence doesn’t impact the adoption of data protection policies. We conclude
with a real case study illustrating how marketing evolves alongside the technological boom.
Incentive strategies for employing GenAI chatbots in marketing have yielded results related
to the high level of productivity, social influence factors, technological quality, and corporate
data policies that may serve as additional incentives. The main take-away is that this offers
new insights into the GenAI chats impact in marketing which will be valuable to future
marketing students and interns.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Digital Marketing and Automation Data-Driven Marketing Artificial Intelligence Generative Artificial Intelligence Chats B2B Car Leasing SDG 4 - Quality education SDG 8 - Decent work and economic growth