ABSTRACT
This chapter helps the readers to understand what is meant by marketing automation (MA) and the functionality available within MA software. MA software applications can be classified into three main groups such as applications that support marketing campaigns, applications used in digital marketing and applications that support marketing management. Campaign management automates the processes involved in planning, implementing, measuring and learning from communication programmes targeted at prospects or customers. Content management applications allow marketers to manage digital content throughout its lifecycle, including creation, editing, approval, storage, publishing, versioning (updating) and deletion. Telemarketing software that integrates with campaign management and event-based marketing applications enables agents to make real-time offers to customers. The more advanced marketing optimization technology operates in real-time, allowing a company website to present the right offer and call centre agents to promote the right promotion during each customer interaction. Dial Eco-Smart aims to replace the typical hotel amenity bottles with tamper-proof, refillable dispensers.
