What is mobile marketing automation?
Mobile marketing automation is the use of technology such as Customer Engagement Platforms (CEPs) to automate and streamline mobile marketing campaigns. It involves using marketing automation platforms to manage and optimize mobile ads, push notifications, and other forms of mobile outreach.
With mobile marketing automation, businesses can reach their target audience more effectively by tailoring messages to specific user behaviors and preferences.
This technology allows for both greater personalization and engagement with customers and the integration of mobile channels into a wider omnichannel strategy, leading to increased brand loyalty and revenue growth.
What are common mobile marketing automation tactics?
- Push Notifications:
This is one of the most commonly used mobile marketing automation tactics. It involves sending notifications to users’ devices to remind them about your app or offer.
- In-app Messaging:
This tactic allows you to send messages directly to users when they are using your app. You can use this method to promote features, offers or new content.
- Mobile Inbox:
Mobile inbox allows marketers to send messages directly to an inbox within the app, much like an email inbox.
Automated SMSes can be set to trigger based on user behavior across multiple channels, delivering timely and relevant information to the user’s mobile device.
What steps are involved in building an automated mobile marketing campaign?
- Define your goals: Before implementing any automation tools, it’s important to define your goals and objectives for the campaign or program. This will help ensure that you choose the right tools and strategies to achieve your desired outcomes.
- Choose the right platform: There are many mobile marketing automation platforms available, so it’s important to research and select one that aligns with your business needs, budget, and target audience.
- Develop a strategy: Once you have chosen a platform, develop a comprehensive strategy that outlines how you will use mobile marketing automation to achieve your goals. This should include details such as target audience, content strategy, messaging frequency, and tracking metrics.
- Create engaging content: Mobile marketing automation is only effective if the content being delivered is engaging and relevant to the customer. Create compelling messages that solve specific customer pain points in order to capture their attention, encourage interaction with your brand and add value to your customer’s lives.
- Test and optimize: Continuously test different messaging strategies, targeting criteria, and other variables to optimize performance over time. Use data analytics to track performance metrics such as open rates, click-through rates, and conversion rates.
- Integrate with other systems: To maximize the benefits of mobile marketing automation, integrate it with other systems such as CRM software or social media management tools for more comprehensive customer engagement.
What are the top five benefits of mobile marketing automation?
- Increased reach: With more than half of the world’s population owning a mobile phone, mobile marketing allows businesses to reach a wider audience.
- Greater personalization: Mobile marketing enables businesses to personalize their messages based on user behavior and preferences, leading to more meaningful interactions with customers.
- Better engagement: Mobile devices provide instant access to information and allow for immediate action, making it easier for businesses to engage with customers in real-time.
- Cost-effective: Compared to traditional forms of advertising, mobile marketing can be less expensive, more easily accessible, and provide a higher return on investment (ROI).
- Improved customer insights: By tracking user behavior through mobile analytics, businesses can gain valuable insights into their customers’ preferences and behaviors, allowing them to tailor their marketing strategies accordingly.
Mobile marketing automation with Emarsys
Emarsys works with leading brands like adidas Runtastic and Babbel to increase their in-app engagement and conversion by unifying their customer, sales, and product data and enabling personalized mobile marketing campaigns.