E-commerce is the activity of purchasing and selling of products and services with the help of online services over the internet. E-commerce involves primarily buying and selling services and goods and also the nature of the participants. Marketing automation is the inclusion of digital marketing by promoting and advertising any product and services through digital portals like the internet. This process is cost-effective and helps to target a broad base of customers through a small investment.

Marketing automation involves the use of software platforms and technologies designed to use marketing channels more efficiently and automate the tasks that are repetitive. This method helps reduce the efforts put in by the marketers and enhance digital marketing greatly.  Marketing automation is a useful step to target a large audience in a much lesser time, through portals like emails, social media networks, SMS, and search engine optimization.

The automation of marketing aims at generation of leads and converting them to prospective clients, by connecting with the customers in a manner that interests them. Email marketing automation enables the tracking and reporting of every facet of marketing and analyzes the performance of the marketing strategies. The automation of marketing is a time-saving process and helps to use the optimized time for searching for new services and products to identify potential e-commerce strategies for business development.

New marketing strategies also help to improve the customer experience by analyzing the behavioral pattern of the customers and send them automated emails based on those. This helps create a personalized experience between the enterprise and the customers. An appropriate marketing strategy can help increase the scope of the business and also increase revenues. The reduction of the employees for performing the repetitive tasks, which are presently performed by automated software, can help cut down on the staff costs and boost the returns on the investments made. The marketing automation tools, if utilized to its best potential, can help promote several campaigns, thus encouraging customers to complete their purchases and preventing the company from incurring any losses.

Marketing automation is a handy tool in segmenting the customers for targeted marketing and helps to integrate all the data to promote the brand name, customer satisfaction, and to increase sales.