Using software algorithms, or algorithmic human processes, to make marketing decisions. Such decisions revolve around:
- when, how much, or how frequently to do so
- to whom the above applies to
- when to stop doing the above
Common types of marketing automation include email drips, outreach email marketing, display advertising, content personalization, customized interactivity such as daisy chains, internationalization, and retargeting.
Marketing automation is under-utilized but when it is utilized, it’s typically over relied upon. The more a business automates marketing, the more room there is for (a) mistakes at scale and (b) expertise-based decision making.