Marketing automation in simple terms can be defined as using software platforms and other information technology tools to effectively market products and services through multiple online channels such as email, social media, mobile, inbound marketing and indulging in other website actions. Market automation involves nurturing that helps in converting prospects to customers and then turning those customers into delighted or actual paying customers/clients. Marketing automation helps companies in generating revenues and providing an excellent return on investment.
The early phase of marketing automation began in 1992 with Unica – an Enterprise Marketing Management firm that was later acquired by IBM. However, the marketing automation industry began its exponential growth during the late 2000s from a $225 million industry to $1.65 billion industry within a short span of five years. The early marketing automation systems revolved around email campaigns but with the advent of advanced internet marketing tools has led more powerful marketing automation tools into action.
The penetration of broadband saw more marketing automation tools to be built or been migrated to cloud. The birth of many cloud based tools such as Ontaport (2006), Hubspot and Act-On etc further strengthened the marketing automation services. The current practices of marketing automation integrate a host of services with many marketing tools developed, integrated and acquired resulting in robust marketing services.