// By Robin Snow //
Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks. Higher-end marketing automation software provides marketing intelligence and advanced workflows that marketers can leverage to more efficiently and effectively communicate with targeted prospects and customers through multiple channels.
Marketing automation is a subcategory of customer relationship management (CRM). The ideal technology infrastructure places marketing automation at the center of a digital marketing ecosystem designed to manage relationships with both prospects and customers through coordination of multiple campaigns in multiple channels.
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Marketing automation has a tantalizing sound to it. But what’s really involved in deploying it to get results? Robin Snow, President and Founder of Aefinity Interactive LLC and a member of the eHST Editorial Advisory Board has worked with many healthcare organizations to plan and execute marketing strategies using marketing automation. “Marketing automation allows for personalized communication on a massive scale,” says Snow. In this article, he will walk us through a detailed explanation of what it takes to succeed, from developing a digital strategy blueprint to choosing the right tool, to finding and targeting the ideal customers. Please log in.
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