Marketing Automation


Technologies and software platforms which are designed for marketing departments and organizations in order to market effectively on different online channels like social media, email or websites and to automate repetitive tasks is called as marketing automation. Consultants, marketing departments and part-time marketing employees benefit through marketing automation by specifying criteria and outcomes for processes and tasks. It then interprets, stores and gets executed by software. This helps in increasing efficiency and also reduces chances for human error. 
It was originally focused on email marketing automation, but now it refers to a much broader range of automation and analytic tools used for marketing especially inbound marketing. This platform is used as a hosted/ web-based solution and does not require any software installation by a customer.
Marketing automation platforms lets marketers plan, coordinate, manage and measure their entire marketing campaigns which could be online or offline ones. Often used along with lifecycle marketing strategy for closely managing and nurturing the leads generated, it also aims in converting these leads into customers.
Marketing automation is a subset of customer experience management (CXM) or customer relationship management (CRM) which focuses on a marketing campaign’s definition, segmentation, scheduling and tracking. It also assists in lead generation, lead segmentation, nurturing and lead scoring, relationship marketing, cross-sell and upsell, retention, marketing return on investment measurement. 

There are three categories of marketing automation software and it includes marketing intelligence, marketing automation and advanced workflow automation.

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