Even though it is widely used, customers would be hard-pressed to find vendors who agree with the label "marketing automation," according to Jon Miller, VP of marketing content and strategy at marketing automation software provider Marketo.
Marketing automation is "one of those terms that nobody really seems to love but at the same time it’s what people use," Miller told AdExchanger. "It has been associated with a fancier way of sending spam when in reality it gives you the ability to listen to and respond to your customers in real time with relevant information—these are things that actually make the marketing more personal...for the customer, not less so."
Other marketers would seem to agree with Miller's assessment. Tech research firm IDC predicts the marketing automation market will reach $4.8 billion in 2015, up from $3.2 billion in 2010.
At a time when marketers must juggle multiple channels and increasingly empowered customers, many are turning to marketing automation software to manage, track and scale their digital campaigns.