Marketing automation (MA) is the execution of promotional activities and actions using more or less sophisticated tools, programmes and applications. The primary tasks of MA are lead generation and sales optimisation. These objectives can be achieved by simplifying the broader advertising and marketing processes, including, for example, content marketing, e-mail marketing or market segmentation.
One of the biggest advantages of marketing automation is the ability to create databases of potential customers that can be segmented on the basis of specific data – not only demographic, but also behavioural. Insights from such numbers make it possible to determine the likelihood of conversion for specific audiences, as well as to prepare the most advantageous strategy for a campaign.