We hear a lot about marketing technology platforms — the marketing clouds, the experience platforms and the digital marketing hubs. Most marketers are familiar with these platforms, but many aren’t aware of all of their components and how brands can use these platforms to build intelligent, automated and effective marketing programs.
Before we jump into best-practices, let’s define a couple of terms.
Marketing automation typically refers to the automation of outbound marketing campaigns — marketing programs that are initiated by the brand and extend to the consumer. These can include email and direct mail campaigns, as well as social, mobile and online campaigns.