Marketing automation is a fairly new advancement in online marketing. It involves using sophisticated software technology, i.e., a marketing automation platform, to turn website visitors into leads and then nurture them into customers/patients in a highly cost-effective manner, by automatically delivering the right information and messaging to the right person, at the right time.
With marketing automation, consumer behaviour is tracked and logged in real time from the moment of an initial impression. With this invaluable information harnessed, an automated email or social media response will nurture each prospect to his or her full buying potential.
There are three fundamental functionalities built into a marketing automation solution that makes it a “must have”: (1) tracking of individual behaviour across all your digital channels, (2) automation-based triggers based on actual user behaviour, (3) an analytics tool to bring you knowledge about behavioural patterns, campaign results and much more.