Mobile movement. 5 most influencing trends of the rise of Mobile Marketing Automation. As technology is rising, so is mobile marketing. We were talking about what is mobile marketing automation and how mobile marketing automation should not be used in previous articles. Below, five of the most influencing trends of the growth of Mobile Marketing Automation technology are described. The growing importance of mobile. Mobile usage accounts for over 38% of global web usage. As you might have guessed, mobile technology is not just the future, but the present. Multinationals and other established brands are having trouble moving their companies towards a mobile-driven world while startups with various mobile apps have arisen with incredible speed and popularity. To stay relevant for the mobile users of today, a modern company needs a suitable marketing strategy. Multi-device is the present. With an average of nearly 1.7 mobile devices with online access per person on this planet, most high-value users have more than one connected device. Also, every device, whether it’s a laptop, smartphone or tablet, has its own functions for that particular person. This is called multi-device ownership, and it has caused problems for the marketing teams of businesses that attempt to optimize their customers’ understanding and messaging strategy. Full integration is the most important aspect of this multi-device world. For establishing a long-term relationship with a customer, the fragmentation of his choice of devices should not cause any irritation through over-messaging or other forms of badly integrated marketing systems. Using one platform is not enough. Companies have noticed significant increases in consumer activity on mobile sites as well as native mobile applications. Some argue that their mobile sites function as their primary nerve center for user discovery with all optimizations designed by an instruction of the company. Mobile apps function as a supplement to their website, and often have severely limited functionality. Today, users demand a fully integrated multi-platform system where anything can be done, bought or found on any platform. Any disruption will cause dissatisfaction to the user, resulting in a negative user experience. New messaging tools for personalization. Marketing strategies should not only be about email messaging anymore but as the consumer engages on different electronic levels, so should the company. To make it more personal, choose between the various communication channels to optimize your company’s messaging strategy. Creating an optimal user experience. The most important aspect of the competitive mobile landscape of today is user experience. Therefore, the consumer demands an intuitive and seamless multi-device and multi-platform system that connects a company and brand to themselves. Optimizing this user experience is possible, but many obstacles exist along the path to success. Optimizing the path from interest to purchase can be achieved by properly utilizing superior content, appropriate calls to action, and integrated delivery mechanisms and channels to reach the user in question. Excellent mobile experiences are the key to successful user engagement. Oleksiy Kuryliak Marketing Consultant, B2B Marketer & Startups Advisor with 10+ years in marketing technologies, business development, startups & political consulting.