Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.
Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing especially inbound marketing. Marketing Automation platforms are used as a hosted or web-based solution, and no software installation is required by a customer.
The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.
Marketing Automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline.
Overview
There are three categories of software:
Email Marketing Automation Video
Functionality
In order to effectively aid marketers in fully understanding customers and subsequently developing a strategic marketing plan, marketing automation tools (MAT) are designed to perform four key tasks:
- Development and analysis of marketing campaigns and customers
- Management of marketing campaigns
- Appropriate customer data organization and storage
- Moving contacts from leads to customers
It is typical of marketing automation platforms to offer a content management system, hosted webforms, landing pages, analytics, and email platform.
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