HOW TO: Activate marketing automation

Automated campaign messaging will improve marketing efficiency and effectiveness, says Ellen Valentine, product evangelist at Silverpop.

Social networks and developments, such as smartphones and tablets, have changed the way individuals communicate with each other, and brands are constantly trying to adapt and integrate their sales material with this environment. Ironically, in order to communicate on an individual basis with an on-the-go audience, marketers must automate their messaging. Such a strategy requires the use of core principles that are essential in order to fully activate automation and drive revenue through online marketing communications.