What Is Marketing Automation and How Can You Leverage It at Your Healthcare Organization?
// 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.