What a broad term marketing is. We think of it as a generalized action which uses specific channels to inform the people you/we believe would respond positively.
Now how does automation play a role in marketing? When we do something as simple as email a list of prospects. We are expecting a desired result which requires more steps. Maybe you would like more information to be provided for the general public on social media, follow up texts, a website with client forms or direct mail. What if I told you most of these things can be professionally automated?