This entry is part 20 of 20 in the series Glossary

Marketing Automation

I like the definition in Wikipedia….

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.

The key concept here is the automation of repetitive tasks.

When combined with some “if this, then that” logic, it becomes a very useful tool.

What the tool does is remind people they have an interest in your products or services whether they ever bought from you or not.

The “if… the….” logic allows for a degree of personalization in the messages you send out.

For example, if someone visits a page on your website that displays a specific service of yours (Inbound Marketing training for example) but they do not buy, subsequent email’s can remind them the service is available and suggest they sign up for the free preview.

If the service is seasonal (example; cleaning gutters) or something that should be done at regular intervals (example: resealing granite countertops) your system can send out messages based on time of the year, or time since last service.

Personally I’m a huge fan of ActiveCampaign as it’s amazing how much functionality you get for so little money.

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