Marketing automation typically refers to software technologies and solutions designed to automate the typical tasks carried out by marketing departments and marketeers and might include advertising, CRM, loyalty, customer experience management, customer surveys and insights, search optimisation, media optimisation etc.
Marketeers 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 often cloud hosted or web-based, typically with no software installation required by a customer.
Key players include Salesforce, Microsoft, Adobe, Hubspot, Loop Insights, Loylaty Prime, Paper Planes, Knexus, Tiny Clues, Odicci, Adimo and many many more.