Marketing automation
Software for repetitive marketing tasks From Wikipedia, the free encyclopedia
Software for repetitive marketing tasks From Wikipedia, the free encyclopedia
Marketing automation refers to software platforms and technologies designed for marketing departments and organizations automate repetitive tasks[1] and consolidate multi-channel (email, SMS, chatbot, social media) interactions, tracking and web analytics, lead scoring, campaign management and reporting into one system.[2] It often integrates with customer relationship management (CRM) and customer data platform (CDP) software.[3]
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Marketing automation tracks top-of-funnel activities to drive prospects to sales. This is contrasted with CRM, which manages information about the prospect and their position in the sales cycle.[3]
The use of marketing automation makes processes that would otherwise have been performed manually much more efficient and makes new processes possible. Marketing Automation can be defined as a process where technology is used to automate several repetitive tasks that are undertaken on a regular basis in a marketing campaign.
Marketing Automation platforms allow marketers to automate and simplify client communication by managing complex omnichannel marketing strategies with a single tool. Marketing Automation assists greatly in areas like Lead Generation, Segmentation, Lead nurturing and lead scoring, Relationship marketing, Cross-sell and upsell, Retention, and Marketing ROI measurement. Effective marketing automation tools leverage data from a separate or integrated CRM to understand customer impact and preferences.
There are three categories of marketing automation software:
Advertising Automation
Advanced workflow automation
As of 25 May 2018 the General Data Protection Regulation came into effect in the EU,[5] this has had a large impact on the way marketing teams and organizations can manage their consumer data. Any organization using marketing automation tracking is required to ask consent from the consumer as well as provide transparency on how the data will be processed.
Consumers are directly impacted by marketing automation.[6] Consumers provide data for companies, and companies use algorithms to determine products and services to market towards the consumer. The products and services are personalized based on the collected data for each individual. The use of marketing automation is interpreted as an efficient customer experience[7] while others interpret a loss of autonomy[8][9] for the consumer.
Marketing automation solutions provide three key functions:[10]
After a user visits a merchant's website and navigates away, an automated email can be triggered to be sent out that user. They can be reminded of an abandoned shopping cart, a subscription that is about to expire, or be welcomed if they are a new customer. Coupons and messages can be tailored based on past purchases.[3]
Software can also automate the creation of product landing pages and chatbot for customer support.[3]
According to Gartner, the B2B automation market was valued at $2.1 billion in 2020 and more than $2.74 billion in 2021.[11][12][3] Gartner identified the following vendors as B2B marketing automation platform leaders as of August 2021:[12]
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