Business and IT Glossary  > Marketing Automation

Marketing Automation

Marketing automation is the cornerstone of how marketing departments attract, nurture, and qualify leads, and the main engine behind marketing campaigns. These had largely been email-based but have now expanded into multiple channels, including new ways to use the enterprise website and particularly social media, with techniques like social marketing and social media monitoring.

The biggest challenge for enterprises is balancing the need for tools to run and manage customer acquisitions with the need for the content that fuels campaigns. Given the sheer explosion of content, content marketing will be one of the fastest-growing categories over the next five years, and with the integration of marketing automation into marketing suites, the workflow will get easier.


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