Marketing? It’s nothing new. What’s new is how we use the tools at our disposal to achieve our marketing goals.

Take the internet, of course: It’s probably one of the biggest influences on how we make connections with current customers and with potential customers. And it continues to change, too, especially when one considers the mobile-only viewers: That’s only expected to continue to increase. So how we can maximize the automated aspects of marketing is only going to help marketers do their jobs more effectively.

Automation serves a couple of purposes for marketing: you can manage large databases of material about contacts and leads. And you can also take that information and segment in it virtually countless ways. You can also use automation to create content and gather analytics in ways that help you refine your marketing efforts. How else is automation important to marketing?

This graphic explains it.