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Marketing automation refers to software platforms and technologies designed for marketing departments and organizations automate repetitive tasks [1] and consolidate multi-channel (email, SMS, chatbot, social media) interactions, tracking and web analytics, lead scoring, campaign management and reporting into one system. [2]
Marketing automation in email campaigns primarily involves the use of software or web-based services to execute, manage, and automate marketing tasks and processes. Automation methods are extensively used to replace manual and repetitive tasks where possible and to implement more personalized approaches for interactions. [1] [2] [3] [4]
Marketing is a complex field of decision making which involves a large degree of both judgment and intuition on behalf of the marketer. [10] The enormous increase in complexity that the individual decision-maker faces renders the decision-making process almost an impossible task. The marketing decision engine can help distill the noise.
Mobile marketing automation refers to the use of software to execute, manage and automate mobile marketing tasks and processes. [1] For example, someone who manages an iOS or Android app could automate push notifications or in-app messages. They could also segment their existing app users to send messages only to the people they want to target. [2]
These platforms revolutionized digital marketing by facilitating direct and interactive engagement with consumers. In 2007, marketing automation was developed as a response to the ever-evolving marketing climate. Marketing automation is the process by which software is used to automate conventional marketing processes. [18]
Email marketing platforms provide detailed analytics, allowing businesses to track open rates, click-through rates, and other important metrics to evaluate campaign performance. [citation needed] Automation tools make it easier to schedule and send emails at specific times or based on user actions, saving time and effort. [7]
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