Basically, web operations that were potentially performed manually and required various tools can now be automated through a single software, a "command center," a single information collector.
Okay, but then what is it that makes it so interesting? Automation :)
Now it is possible to carry out many simultaneous operations with more than one user at the same time, customizing contents, maintaining communication for the desired time and above all generating statistics and contacts.
Behind each of these operations hides a world of different possibilities that allow you to create so-called "campaigns" or, if we want to use a more glamorous term, "funnel” ( … ) real paths that we set in the Marketing Automation Software and that will lead the user with an action/reaction effect, for example: the user sends the data through a form and receives an email with a link, receiving the email, opening it and eventually clicking the button are all different actions that can trigger different "reactions" from the software, if the user has not clicked my button, after 24 hours will receive a second email where I urge him to do so etc. ...
A key part of this mechanism is the ability to assign a score to the user for any action he perform, and clearly trigger automatic actions upon reaching the desired value.
Clearly Marketing Automation software does not do it all by itself as no tool so far, there are many and some of them very well documented, as expensive, which is why in the next article I will talk about Mautic.