Marketing Automation 101: The Basics on the Future of Digital Communication

The expression 'marketing automation' has become a topic of interest over the last decade as digitizing work processes becomes widely available to more companies worldwide. However, the name can be quite misleading as it is not entirely automation; rather it is a harmonious relationship between AI and the end user.

Marketing automation is viewed as a semi-automatic process to automate repetitive tasks useful for communicating better with one's own clients and potential customers. In layman's terms, marketing automation helps make personalized marketing to customers a lot easier.

One of the many benefits of implementing marketing automation are to increase in return on investment (ROI) of marketing initiatives, speeding up operations and limit costs in economic and internal resources. The functionalities of these automatic tools also allow a more targeted and effective communication, so as to reach a greater number of potential customers and to retain those who already are.

Marketing Automation: How does it work?

As the name implies, one of the main components of marketing automation is automation of processes. Today's marketing automation platforms allow users to automate a series of procedures, ranging from email marketing to the sending of personalized messages, collecting information and data to be merged into a single database shared with all company departments. In this way, the information coming from the various channels will always be updated and ready for use.


What's more, using some tools, and based on the turnover and complexity of one's business, it is possible to create a dense network of automated channels, where every user action follows a predetermined reaction, in order to maximize profits, limit losses and to have a personalized and immediate customer relationship.


Marketing automation is also based on another key point – measurements. The automated tools used help make it possible to collect data about the effectiveness of the initiatives. Therefore, it is easier to understand what marketing activities worked and what did not, with the aim of increasingly optimizing performance through data-driven marketing campaigns.