What is Mobile Marketing Automation?

It is not always obvious for a marketing team to decide on the best marketing strategy for their company. While aware of the fact that engaging and retaining new and existing users is most important, the means for an optimized strategy differ per company and situation. Also, gathering and using the information the company has been more difficult than it seemed. Mobile Marketing Automation is a new technology that understands this information and the customers and uses this information to understand fully, engage and learn from your mobile users in a way that is most efficient for your company.

Mobile Marketing Automation is an emerging technology that takes advantage of data analytics tools to transform data about mobile users and their usage patterns, enabling the enhancement of the customer experience across various mobile devices and platforms.

Mobile Marketing Automation assists companies in meeting their business goals regarding higher revenue as well as increased efficiency through intelligent messaging, which enables businesses to reach their customers on a cross-platform and cross-channel basis. This technology is characterized by an intuitive understanding of individual mobile users, and the ability to engage in an automated, personalized and optimized way.

In 2015, mobile accounted for 38% of global web usage (with a projected 40% year-on-year increase), and the average person could be reached via an average of 1.7 mobile devices and platforms. Customers are increasingly interacting with brands via mobile technology, and combining the reach of this medium with Mobile Marketing Automation could translate into powerful results for your company.

An outcome from the Marketing Automation implementing.

When Mobile Marketing Automation is done right, results can be noticed almost immediately through an increase in revenue and the level of engagement in addition to an overall increase in customer experience.

Oleksiy Kuryliak - mobile marketing automation

Is Mobile Marketing Automation a right fit for your business?

Businesses that are in the business of mobile technology should consider integrating Mobile Marketing Automation into their marketing campaigns.

When planning and executing a Mobile Marketing Automation campaign, it would be helpful to answer the following questions:

  1. Can your campaign run flawlessly across various devices (laptop, mobile phone, tablet, etc.) and multiple platforms (iOS, Android, Windows, etc.)?
  2. On what types of media (the web, mobile app, social networking sites, wearable technology) do you want to run your campaign on?
  3. Are you able to automate and personalize your marketing messages to all of your customers using their behavior data and analytics tools?
  4. Are you able to track the progress of your Mobile Marketing Automation campaign? In other words, what are the key performance indicators of your campaign (user retention, user creation, etc.)?

Current successful markets

Mobile Marketing Automation already proved its benefits in several markets and is widely used in following industries:

  • E-commerce & Retail
  • Travel & Hospitality
  • Sports & Events
  • Ticketing & Booking
  • Media & Entertainment
  • Social & Gaming
  • Health & Wellness
  • Food & delivery
  • Utility & online services
  • Education & productivity

Mobile Marketing Automation as a technology can be made applicable for all industries to attract and retain mobile users. To achieve a healthy Return-On-Investment (ROI) from Mobile Marketing Automation, businesses should recognize that significant value can be earned through messaging and optimizing user retention and engagement to increase a lifetime value.

Check a second part of the article on Mobile Marketing Automation here with more useful information on how to understand it.

Oleksiy Kuryliak

Marketing Consultant, B2B Marketer & Startups Advisor with 10+ years in marketing technologies, business development, startups & political consulting.

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