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Marketing Automation as Art and Science

November 5, 2012
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Art and automation are not two words that usually go together. Art is creative, subjective, evocative. Automation sounds robotic, impersonal, scheduled, efficient. The irony of marketing automation is that it leverages an art: the art of relevance. Marketing automation practices and tools help to capture customer propensities and predispositions based on actual customer behaviors, then help to create and send out customized, relevant and timely marketing content to that customer. In other words, automation is creating and sending out the evocative, subjective, creative (art) messaging that helps us, as B-to-B marketers...

 

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