Marketing Automation refers to the use of software to implement a process which displays, creates and sends marketing messages on the basis of certain criteria. The main functionality of marketing automation is to help find the right audience for your product or service, customer engagement and brand management. It envisages driving customer leads and helps organisations maintain a better brand experience for its customers.
Marketing Automation incorporates campaigns through direct mail, phone campaigns, online, social and use of mobile marketing initiatives. It covers a wide arena of processes which includes customer relationship management, customer segmentation, social marketing and mobile marketing campaigns, lead management system, customer data integration, web analytics platform, marketing analytics, engagement marketing, customer lifecycle management and campaign management.