In the past decade, digital marketing has trended away from bombarding prospective customers with one-sided materials filled with whatever brand story Don Draper cooked up at happy hour.
Instead, digital marketing has shifted focus to the consumer, meeting each prospective customer where they are.
Better tools, more data, and access to research mean that marketers can listen to their audience’s needs and wants, and ultimately, create a conversation at mass scale.
But how can businesses take all of this information, interpret it, and then act accordingly within a reasonable timeframe?
After all, techniques are only as good as they are scalable.
To make all this happen, digital marketers employ marketing automation.
This article takes a deep dive into the topic of marketing automation, sharing everything you need to know to get started or improve your existing strategy.
So, what are we waiting for?
Let’s jump in.
What is Marketing Automation?
Marketing automation is the use of software to automate everyday marketing activities, specifically digital ones.
Marketers automate these tasks because the software provides the capacity to personalize these communications at scale. Without marketing automation software, there isn’t enough time in the world for marketers to communicate with each and every contact in a personal way.
To do this, marketing automation relies heavily on good data…