Figure 1. Automation operating levels. Source: Little, J. D.. (2001). Marketing automation on the internet. In 5th Invitational Choice Symposium (pp. 1–8). Asyloma

Source: Self- elaboration

This first marketing automation proposal was very generic (Heimbach et al., 2015, p. 129). However, it is valid until today, where profiles and adaptations are carried out in each of its stages for better administration and data management and especially better customer service for products or services.

Automated marketing is associated with customer relationship management systems (CRMS) and tends to be very easily confused with other fields that have points in common, but that have characteristics which make them differentiate between one another, so are the: database marketing, interactive marketing, electronic marketing, direct marketing, dialogue marketing or email marketing (Heimbach et al., 2015, p. 130).

For Irina Heimbach, Daniel S. Kostyra and Oliver Hinz (2015, p. 130) when referring to marketing automation they express that the centre of this is personalization or as they would also be called automatic personalization, where customers are made a communication based on personalized content and offers, complementing interactive or direct marketing with automated processes.

Automated marketing overcomes disciplines such as CRM (Customer Relationship Management) or email marketing, since it uses multiple data sources that are gradually incorporated in real-time and generates different contact points with the user through email, website, smartphones, mobile applications and many more channels that can be identified (Heimbach et al., 2015, p. 130).

With automation, even traditional channels are also prone to improvement. Technical configurations can be made to improve communication with target audiences, including the elapsed time or hours of sending messages, dates, IP