Marketing Trends: Marketing Automation
Posted: Mon Feb 17, 2025 8:46 am
Bannister Global was in Boston a few weeks ago at the Inbound 2017 conference , with 21,000 marketing professionals from around the world. A unique experience that helped us analyze artificial intelligence as one of the marketing trends for 2018. A second issue that was talked about (and a lot) is marketing automation .
When we talk about automation , we tend to think of mechanical processes in which the human factor disappears . It may be an approach that can be applied (to a certain extent) on the assembly line of a vehicle, for example, but in marketing we are talking about something very different.
Marketing automation is the use of software to automate certain marketing actions . So far, the definition is obvious, since the term itself contains its definition. In a certain way, we must recognize it, as when the RAE defines greece phone number list the word architect as that “person legally authorized to profess architecture”. That is why we are going to gradually move away from that definition to delve into its practical meaning, with an analysis of the actions that it allows to optimize, its advantages and some of the main tools that the market offers .
The professional criteria behind automation
First, let's go back to the idea we started with. In marketing automation, the human factor is what will determine whether it is a key tool (which it will be if used properly) or whether it becomes a waste of time. In other words, it is a tool, not an end in itself .
We are not talking about dehumanized processes. Behind any marketing strategy there must always be an 'architect' (legally authorized - or not - to practice architecture...), a professional with knowledge who provides the human touch, designs all the necessary steps in that strategy and takes advantage of all the potential that technology puts at his disposal.
Marketing automation platforms allow the creation of workflows based on certain user actions and the configuration of a series of steps to be followed based on the behavior and interactions of potential customers with the brand . A visit by a lead to a specific page on our website (success stories or rates, for example), a download of a content offer or a click on a link in an email are some of the classic actions that allow the implementation of an automation strategy. But there is much more.
When we talk about automation , we tend to think of mechanical processes in which the human factor disappears . It may be an approach that can be applied (to a certain extent) on the assembly line of a vehicle, for example, but in marketing we are talking about something very different.
Marketing automation is the use of software to automate certain marketing actions . So far, the definition is obvious, since the term itself contains its definition. In a certain way, we must recognize it, as when the RAE defines greece phone number list the word architect as that “person legally authorized to profess architecture”. That is why we are going to gradually move away from that definition to delve into its practical meaning, with an analysis of the actions that it allows to optimize, its advantages and some of the main tools that the market offers .
The professional criteria behind automation
First, let's go back to the idea we started with. In marketing automation, the human factor is what will determine whether it is a key tool (which it will be if used properly) or whether it becomes a waste of time. In other words, it is a tool, not an end in itself .
We are not talking about dehumanized processes. Behind any marketing strategy there must always be an 'architect' (legally authorized - or not - to practice architecture...), a professional with knowledge who provides the human touch, designs all the necessary steps in that strategy and takes advantage of all the potential that technology puts at his disposal.
Marketing automation platforms allow the creation of workflows based on certain user actions and the configuration of a series of steps to be followed based on the behavior and interactions of potential customers with the brand . A visit by a lead to a specific page on our website (success stories or rates, for example), a download of a content offer or a click on a link in an email are some of the classic actions that allow the implementation of an automation strategy. But there is much more.