Marketing automation is essentially the engine that powers all the interactions between you and your customers online. For any action a customer takes, such as a visit to a landing page or the opening of an email, you can set up an automatic and related reaction to take place to maintain a personalized experience for each customer, at scale.
At its core, marketing automation is a sophisticated form of if/then logic. When you create a marketing automation campaign, you control what you want to happen based on all the possible scenarios, and the automation platform takes it from there.
This allows you to send customers down dynamic, unique paths that give them the right messages at the right time as you attract them to your brand, convert them into customers, deliver your products and services, and seek repeat purchases and referrals.