ABSTRACT
This chapter explains technologies used by marketers. It deals with a definition of marketing automation (MA) and then describes some of the functionality that is available in MA software whether integrated into marketing clouds or as point solutions. MA has reached such a level of sophistication that the whole process of marketing from customer selection to offer presentation can be directed by analytics supported by Artificial Intelligence. Content delivered by MA applications needs to be optimized for viewing and response on these small devices. Such is the penetration of mobile devices that many MA developers are adopting a mobile-first strategy. A very wide range of marketing, and some sales, positions make use of MA including marketing manager, campaign manager, sales manager, account manager, market analyst, market manager, promotions manager, database marketer and direct marketing manager. The standardized reports integrated into most MA packages are grounded on relatively simple analytics.
