Marketing automation refers to the use of software and technology to automate repetitive marketing tasks and processes, such as email campaigns, social media posting, and lead nurturing. By automating these activities, businesses can save time, improve efficiency, and deliver more personalized and timely communication to their audience. Marketing automation tools allow marketers to segment their audience, track customer behavior, and trigger actions based on predefined criteria, such as sending a follow-up email after a purchase. Effective marketing automation helps businesses scale their efforts, improve customer engagement, and increase conversions by delivering the right message to the right person at the right time.