Marketing automation is the type of technology that allows companies to create systems that can automate common marketing tasks.

This way, businesses can reduce the amount of time and effort that it takes for them to communicate with the target audience in a consistent and timely manner.

There are a variety of tools that companies can utilize when looking to set up marketing automation, and they’re useful for both small and large businesses.

With these types of tools, businesses can easily and consistently cater to each segment of their target audiences, delivering the right messages at the right time. Additionally, with the help of marketing automation, companies can do a lot more than reaching out to consumers that have abandoned their carts, as they can also drive more growth.

Beginning Steps

With marketing automation, companies can have an easier time creating a customer buying journey, and guiding the consumers based on what the business wants the consumer actions to be. Additionally, marketing automation helps companies in learning and understanding the target audiences’ interests, which contributes to a more personalized buying journey.

To create automation, companies should first have basic information about the business itself, such as the business goals, when should messages be sent out to the consumers, whether the business is ready to connect with the audience in the first place, and whether the messages sound robotic or not, among others.


Another essential in marketing automation is understanding which automation is effective, and which one isn’t. This way, companies can make informed decisions when it comes to the marketing budget.

To do that, these automation tools offer various metrics that help companies distinguish between which automation consumers interact with, and which ones they don’t.

These metrics range from tracking whether the consumers are opening the messages, whether they’re clicking on the links in those messages, how much activity do they get, as well as the bounce and unsubscribe rates. Knowing all of this information is crucial for businesses to understand which efforts they should be improving and what best works with the consumer base.

Building Relationships

There are plenty of different types of marketing automation that help companies engage with the target audience online, and choosing the right ones that will accomplish the company’s business goals.

There is automation that can help companies in introducing the business to new consumers, that give the company an opportunity to position itself as a trustworthy thought leader with the new consumers.

Then, there is automation that helps companies in making personal connections through personalized emails relating to special events such as holidays or birthdays. Next, there are those that help engage the target audience based on the audience’s interests or behaviors, and more.

Ronn Torossian is the CEO and Founder of 5W Public Relations. 5W PR is a leading digital pr and influencer marketing agency.

Ronn Torossian is CEO & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“