Marketing automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline. While some marketing automation is great in moderation, relying on it heavily makes a brand feel cold and inhuman. It is also quite easy to spot the automation aspect in ads and in contact (especially in bots, for example).
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