The term Marketing is used describe a ton of comprehensive activities often referred to as campaigns. Campaigns can be in the form of emails, advertisements, direct mail outreach, you name it. Automation systems are commonly used -- generally speaking, the larger the company, the more the automation -- to customize and streamline these systems as a way of making sure that all of those things going on at once are communicating correctly. Why? Because so many things going on at once can easily lead to confusion and error.
Here are some of the top players in the Marketing Automation space (HubSpot is my favorite):