In times of scarce resources, marketing automation is becoming increasingly important, as it can save businesses a tremendous amount of time and resources. Essentially, marketing automation is a broad discipline that revolves around the use of technology and tools. The goal is to streamline processes and make them more efficient.

Automation can take many different directions. Some classic examples are CRM and email marketing, social media publishing, and lead generation, as these disciplines can be incredibly time-consuming and resource-intensive when performed manually.

The automation process is often continually optimised through the use of artificial intelligence.