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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.
Marketing automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline.
Marketing Automation is a subset of customer relationship management (CRM) that focuses on the definition, segmentation, scheduling and tracking of marketing campaigns. 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. A tool that allows an individual to design, execute and automate a time-bound marketing workflow can be called a Marketing Automation platform.
Marketing Automation platforms allow marketers to automate and simplify client communication by managing complex omni-channel marketing strategies from a single tool. Marketing Automation assist greatly in areas like Lead Generation, Segmentation, Lead nurturing and lead scoring, Relationship marketing, Cross-sell and upsell, Retention, Marketing ROI measurement.
There are three categories of software:[clarification needed]
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:
A number of companies are known for releasing software or software suites dedicated to the automation of marketing. According to Forrester, among them are Averetek, Balihoo, BrandMaker, Brandmuscle, Bridgeline Digital, Distribion, EarthIntegrate, Partnermarketing.com,Pegasystems,Revenew, SproutLoud, Standard Register, StructuredWeb, TIE Kinetix, and Zift Solutions.
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