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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 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.
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.
It consists of information technology, marketing data, systems tools, and modeling capabilities that enable it to provide predicted outcomes from different scenarios and marketing strategies. [1] [2] MKDSS assists decision makers in different scenarios and can be a very helpful tool for a business to take over their competitors. [3]
Artificial Intelligence Marketing provides a set of tools and techniques that enable behavioral targeting. Machine learning is used to improve the efficiency of behavioral targeting. Additionally, to prevent human bias in behavioral targeting at scale, artificial intelligence technologies are used.
Marketing automation focuses on easing the overall marketing process to make it more effective and efficient. CRM tools with marketing automation capabilities can automate repeated tasks, for example, sending out automated marketing emails at certain times to customers or posting marketing information on social media.
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