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Although there are some who take issue with the term "New breed marketing automation," others believe it is an entirely legitimate category differentiated from email-marketing specialists. "New breed marketing automation provides a broader platform to deliver multichannel marketing programs which improve campaign velocity and relevance, better accountability of all marketing programs and overall improvement of marketing effectiveness and efficiency," said Suresh Vittal, principal analyst at Forrester Research. "They are not just focused on email but multiple channels like direct mail, Web, call center and even mass advertising.
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