Automating your marketing isn’t about sending messages in bulk or depersonalizing customer relationships. When used correctly, it’s a way to communicate more effectively, at the right time, without dedicating excessive effort. Today, automation allows businesses to stay visible, retain their customers, and re-engage contacts at key moments, all while maintaining consistent and personalized communication. This article highlights what marketing automation really entails, how to use it effectively, common mistakes to avoid, and concrete examples of successful applications. Automating Marketing: A Response to Time Constraints More Than a Trend In many companies, marketing relies on ad hoc actions carried out whenever there’s time. The issue isn’t a lack of willpower—it’s a lack of availability. Automating your marketing helps structure communication without depending on repetitive manual actions. It involves setting up workflows that trigger at key moments in the customer journey. A first interaction, an order, an appointment, a period of inactivity,