This post frames the term marketing automation and follows the previous post about marketing technology quite nicely.
Marketing automation refers to software tools that automate repetitive tasks to free up time. Theoretically, this time saving allows marketers to focus more on strategy and crafting creative content that will more effectively engage their audience.
Consider the buying journey for a product. There are likely several touchpoints; viewing and clicking an advertisement, landing page experience, downloading content, email flows, social media, etc. Manually tracking behaviors across all touchpoints and channels is impossible. A marketing automation tool makes it possible. It allows a business to understand their customers’ needs and deliver the right content at the right time.
The key is thoughtful integration of the tool and being able to make changes to the automations as needed over time.
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