A comparison: The added value of Mobile Marketing Automation In some cases, Mobile Marketing Automation technology is complementary to existing marketing tools. However, in most cases the technology completely overlaps all previous methods that have been used. Therefore, it is of particular importance to state the differences and improvements of Mobile Marketing Automation with respect to old marketing tools. Mobile Marketing Automation is designed to replace SMS, In-App Messaging and Push Notification services. When looking for a system that enables companies to establish a long-term relationship with customers and provide useful communication over time, the messaging tool used should include real-time personalization, cross-channel messaging and intelligently optimized campaigns. For these reasons, a Mobile Marketing Automation system is the best solution to your company’s problem. In this chapter, we will help you evaluate the necessary steps you need to take for an optimal marketing strategy, and what tools can be used to achieve certain goals. Learn how Mobile Marketing Automation can assist in reaching these objectives. 7 signs your company should move beyond blast push notifications Your business has not automated its message technology, which results in poorly timed ad hoc notifications Your business’s push notifications do not depend on a customer’s real-time behavior Your company doesn’t make a distinction between customers on their level of engagement Your firm uses the impersonal spray-and-pray approach by sending identical messages to all customers Your business’s messages are not personalized per individual customer Your company’s messaging strategy does not take into account multi-device and multi-platform users The Return-Of-Investment and impact of messaging campaigns are unknown Mobile Marketing Automation can replace email marketing Email marketing The experience of the mobile user today has evolved tremendously with respect to the desktop user of a couple of years ago. As most email service providers (ESPs) were built in the era of desktops, they are outdated. Mobile users demand that all their platforms and devices are connected so they can browse and engage at any desired time and place. This translates to a less linear process for messaging. Therefore, it is crucial that Mobile Marketing Automation is not considered an “add-on” to the old-fashioned email marketing services, but is recognized as the improved substitute. If your company is committed to a mobile-first marketing strategy, you should re-evaluate your email marketing services for serving your mobile users. While it might seem attractive and less time consuming to use email for mobile practices, user sensitivity to messaging via email versus a mobile channel like push is quite different. Mobile Marketing Automation understands the difference between email and push and has the ability to sense what kind of message to send to which customer at what time, to optimize user engagement. 6 ways email differs from the Mobile-First company Emails must be ready to be read on all sorts of devices Email must be sent based on the real-time user behavior across all platforms Email campaign has to be integrated with all kinds of messaging campaigns Email sendings have to be time-based specified to every individual customer Emails must be A/B tested Email campaign must be made compatible with the company’s goals Mobile Marketing Automation can complement email campaigns Mobile product analytics Both marketing and product analytics seek to increase user experience. However, their approaches may vary. Product analytics often use event analytics, cohort tracking, and product change correlation to interpret the way their users engage with their product and how changes in features and functionality affect overall usage, satisfaction and eventually revenue. On the other hand, instead of using changes in product features, marketers rely on messaging to accomplish that same final result of increased satisfaction, usage, and revenue. Marketers must have the ability to detect the effect of proper messaging as well as the ability to understanding which user requires what type of messaging. In this case, Mobile Marketing Automation can complement product analytics in realizing the desired outcome for the company. UI/UX optimization Product teams test product features and functionality. The easy way to this is by entering mobile optimization. Whereas most mobile app testing services are designed to assist product and engineering teams when measuring changes in the actual product, Mobile Marketing Automation offers these optimization tools as well but focuses more on creating the right content, including well-timed and personalized messaging and channel selection. Oleksiy Kuryliak Marketing Consultant, B2B Marketer & Startups Advisor with 10+ years in marketing technologies, business development, startups & political consulting.