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A phrase that we’ve been hearing more and more often is marketing automation. In the burgeoning world of ecommerce, it’s both a timely neologism and concept. As consumers
experience brands and purchase products online, it is necessary to manage, track, and optimize customer experience across various touch points. Sending out an email blast is no longer enough (as if it ever was), which is why marketing automation technology is valuable. The benefit it provides helping us keep track and make sense of everything that goes into the cultivation of a promising lead into a purchase speaks to our need for comprehensible data. It’s also a preview of where marketing is heading: being able to implement digital technologies that collect data, turn mined information into actionable operations, and execute strategic plans that best utilize the aggregated consumer intelligence.