Marketing Automation: What is it, and How does it work?

Marketing Automation: What is it, and How does it work?


As the marketing landscape evolves, consumers are often overwhelmed with multiple marketing campaigns. Keeping up with current digital marketing trends is becoming increasingly complex, and you may find yourself devoting a significant amount of time to developing unique campaigns in addition to daily marketing activities. By automating all of these tasks, marketing automation could be the answer to the current marketing landscape. 

What is Marketing Automation? 

Marketing Automation automates marketing activities such as email marketing, social media posting, tracking, ad campaigns, and others using software and technology. Marketing automation is designed to help businesses prioritize and complete marketing tasks more efficiently by reducing the need to send emails to customers manually. 

Marketing automation enables marketers to quickly discover potential customers and nurture them with highly tailored and valuable content, assisting in converting these prospects into satisfied customers. Companies can also use market automation tools to create personalised marketing campaigns based on their customers’ behaviors, preferences, and previous purchases, which can help address their individual unmet needs and wants. As a result, customers will gain trust in the company, and the company will gain a devoted following of loyal audiences who enjoy their brand. 

Marketing Automation is most effective when there is an existing audience and a nurturing plan; it is also used to attract new consumers and generate leads. So, how exactly does Marketing Automation work? 

How does Marketing Automation work?  

Traditionally, companies sent emails one at a time to customers and updated social media posts daily. Companies also conduct physical focus groups to gather customer insights. With various marketing automation available such as surveys, data analysis, blog/social media post scheduling, lead generation, content management, or research fine-tuning, it is essential to understand its goals, needs, and desired outcomes. Therefore, ask yourself, “What do I hope to achieve with Market Automation?”. 

The first step in marketing automation is gathering the information needed to understand the target market better. Understanding consumer behavior and previous purchase activity assist in determining which tasks must be automated. Companies can obtain this information and data whenever a customer purchases from their store, clicks on their advertisements or visits their website. Browser cookies on websites can be used to track customer behavior, record the customer journey, the time taken to complete a transaction, the information required to complete that purchase and the company’s products/services that contribute to the highest conversion rate. With this customer information, companies can quickly identify the best marketing automation solution to help to boost their marketing efforts.  

After choosing the desired automation tool, companies would need to provide a few pieces of information to the software – the messages to send, tags to be added or removed from a contact, who/which segment to target, and what situations to activate the automation. The software will then engage the selected clients at the right moment. For example, companies can schedule all their posts at the desired time or situation with social media automation once the caption, image, links, and hashtags are planned and created. Automatic posting saves time, maintains brand consistency, and provides a more analytical and deliberate perspective, all benefit businesses in the long run.  


Marketing Automation can be a real game-changer for small businesses and startups by helping them to breathe life into their marketing strategies while saving costs and resources. With the right marketing automation tool, companies can become more organized, increase sales, and improve the customer experience.