Marketing automation, also known as trigger marketing, is a new way of approaching marketing.
In fact, it would be more exact to talk about e-mail automation, to the extent that this activity concerns sending emails automatically. Gone are the days of mass-emails, in the sense of companies sending the same message to all their contacts at the same time. And a good thing it is, too!
Marketing departments now script their email automation campaigns and personalise them. If a contact clicks on link 1 that person will receive e-mail A in a week; if the contact clicks on link 2 then email B will be sent within eight days; etc.
The automation marketing scenario can be easily visualised thanks to multi-branch trees. It remains to be seen when the contact will find their place on this tree. Everything is automatic.