Marketing is a skill and day by day latest technologies are introducing to simplify the complexities involved. Traditionally, the most popular was field marketing, and now the most preferred is digital marketing. The digital marketing approach itself contains different methods like search engine optimization, social media marketing, email marketing, etc… Marketing automation is one such marketing technique that helps to boost lead generation and sales conversion by automating different activities. The primary goal of marketing automation is to improve business revenue and to maintain relationships with customers.

The marketing automation will combine software and strategies together to automate repetitive tasks like email marketing, social media posting, ad campaigns, etc… Automating these processes will not only improve efficiency but can also provide a more personalized experience for customers. Marketing automation can be done easily if the marketer understands the behavior of both customers and competitors. Automating will also help the marketer to send personalized messages to right user at the scheduled time. Also, the scheduled messages can be edited anytime and if delivered successfully, the behavior of the customer can also be analyzed using various software. I.e; it is possible to identify whether the customer opened the message or clicked on the link.

Marketing automation will utilize multiple platforms to streamline, automate, and measure marketing tasks and workflows. The key benefits of automation include segmentation, lead generation, ROI measurement, lead nurturing and scoring, account-based marketing, etc… Key highlights about marketing automation:

• Integrate marketing automation with inbound marketing strategy
• Always send highly-targeted and specific content
• Set up customer engagement campaigns 
• It is not preferred to broadcast general messages
• Send infrequent “drip-feed” emails to maintain interest