词条 | Marketing automation |
释义 |
}}Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.[1] Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing[2] especially inbound marketing. Marketing Automation platforms are used as a hosted or web-based solution, and no software installation is required by a customer. The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.[3] Marketing automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline. OverviewMarketing Automation is a subset of customer relationship management (CRM) or customer experience management (CXM) that focuses on the definition, segmentation, scheduling and tracking of marketing campaigns. The use of marketing automation makes processes that would otherwise have been performed manually much more efficient and makes new processes possible. Marketing Automation can be defined as a process where technology is used to automate several repetitive tasks that are undertaken on a regular basis in a marketing campaign. A tool that allows an individual to design, execute and automate a time-bound marketing workflow can be called a Marketing Automation platform.{{cn|date=January 2018}} Marketing Automation platforms allow marketers to automate and simplify client communication by managing complex omni-channel marketing strategies from a single tool. Marketing Automation assist greatly in areas like Lead Generation, Segmentation, Lead nurturing and lead scoring, Relationship marketing, Cross-sell and upsell, Retention, Marketing ROI measurement. There are three categories of marketing automation software:
As of 25th May 2018 the General Data Protection Regulation came into effect, [4] this has had a large impact on the way marketing teams and organisations can manage their consumer data. Any organisation using marketing automation tracking is required to ask consent of from the consumer as well as provide transparency on how the data will be processed. FunctionalityIn order to effectively aid marketers in fully understanding customers and subsequently developing a strategic marketing plan, marketing automation tools (MAT) are designed to perform eight key tasks:[5]
See also
References1. ^{{cite web|url=https://venturebeat.com/2014/01/08/fast-growing-marketing-automation-still-has-only-3-penetration-in-non-tech-companies/|title=Fast-growing marketing automation still has only 3% penetration in non-tech companies|last1=Koetsier|first1=John|date=|website=venturebeat.com |publisher=Venture Beat|archive-url=|archive-date=|dead-url=|accessdate=21 November 2018}} {{Use dmy dates|date=March 2011}}2. ^{{cite web|url=http://www.mcraeandcompany.co.uk/Blog/what-is-marketing-automation-top-10-faqs/|title=What is Marketing Automation: Top 10 FAQ’s|date=7 May 2012|publisher=McRae and Company|accessdate=20 March 2013}} 3. ^{{cite web |last1=Rampton |first1=John |title=7 Marketing Automation Tools That Could Change Your Small Business |url=https://www.forbes.com/sites/johnrampton/2017/11/20/7-marketing-automation-tools-that-could-change-your-small-business/ |website=Forbes |accessdate=16 December 2018 |language=en}} 4. ^{{cite web|url=https://eugdpr.org/|title=The EU General Data Protection Regulation (GDPR) is the most important change in data privacy regulation in 20 years.|last=|first=|date=November 2018|website=eugdpr.org|archive-url=|archive-date=|dead-url=|access-date=}} 5. ^{{cite web|url=http://www.csb.uncw.edu/people/howe/classes/MKT441/marketing%20automation%20with%20SAS.pdf|title=Advanced Marketing Automation|last=|first=|date=|website=|publisher=SAS|archive-url=|archive-date=|dead-url=|accessdate=31 March 2011}} 1 : Marketing software |
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