Marketing Automation

What Does Marketing Automation Mean?

Marketing automation is the use of software and Web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes with purpose-built software and applications geared toward performance.

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Techopedia Explains Marketing Automation

Designed to automate historically manual Internet marketing processes, marketing automation is based on a marketing software engine integrated with marketing logic and components.

Marketing automation is often implemented to manage Web-based marketing processes that are performed on an Internet channel, such as a company website or social media network. Marketing automation allows organizations to review traffic statistics, evaluate customer data, measure conversions, interact with customers and provide marketing content based on these factors.

Key marketing automation software functions include:

  • Marketing intelligence
  • Workflow management
  • Web-based archive and real-time traffic analysis
  • Lead management, scoring and nurturing
  • Marketing campaign creation and monitoring
  • Built-in or integrated CRM
  • Landing page development/management
  • Blogging
  • Data orchestration
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Margaret Rouse

Margaret is an award-winning technical writer and teacher known for her ability to explain complex technical subjects to a non-technical business audience. Over the past twenty years, her IT definitions have been published by Que in an encyclopedia of technology terms and cited in articles by the New York Times, Time Magazine, USA Today, ZDNet, PC Magazine, and Discovery Magazine. She joined Techopedia in 2011. Margaret's idea of a fun day is helping IT and business professionals learn to speak each other’s highly specialized languages.