Marketing automation is a concerted business tactic that allows companies to simplify, automate, and track various marketing projects across multiple distribution channels, including email, social media, and web services. Marketing automation allows business to exert high levels of control over all communication materials while simultaneously reaching a wide variety of potential clients using messages and promotional materials that are tailored to each specific recipient.

The most effective marketers are the ones who make each client feel valued and important. In the past, close relationships between marketers and clients were cultivated over years, with countless man-hours and resources dedicated to ensuring that each client was taken care of. With marketing automation, that same level of customer service can be achieved at a fraction of the investment. Marketing automation provides businesses with invaluable customer-related data, allowing them to create meaningful and personal communication materials that speak to each individual client.