What Is Mobile Marketing Automation?
Mobile marketing automation is the replacement of manual marketing methods with automated processes. It’s an essential tool for marketers who want to engage their users with relevant, personalized notifications.
How Does Mobile Marketing Automation Work?
Ideal for those wishing to target large audiences, mobile marketing automation uses specialized automation software to compose push notifications. This complex software takes rich data from mobile users to form a customer profile based upon what they like, dislike, and how they behave while using an app.
Using this intelligence, the software can then segment individuals and target them based upon their own needs, creating a personalized, relevant experience. Customer targeting comes in the form of push notifications, emails and in-app messages, all of which encourage them to make key conversions.
These notifications can be arranged with a variety of methods to make them most engaging to the user. For example, marketers can time automatic messages based upon key events, including promotions, news updates and content releases. Moreover, using Linked Data will add a second layer to your mobile marketing automation strategy. Using real time data, push notifications can be automated based on updates such as real-time weather, daily restaurant menus, product recommendations and much more.
Mobile marketing automation allows marketers to engage along every point in the customer journey, gathering intelligence to create relevant, personalized notifications. By taking away the process of writing in-app messages by hand, mobile marketing automation can save time and connect with larger audiences more efficiently.
Who Can Benefit From Mobile Marketing Automation?
Mobile marketing automation is hugely beneficial for both app users and marketers. From an app user’s perspective, daily tasks can be made simpler, while money can be saved with targeted promotions. For example, a user who has downloaded a flight app using mobile marketing automation will benefit from targeted messages alerting him/her to the latest sale.
Automated messages can benefit users of all app genres, from sports fans to online shoppers, restaurant goers, frequent flyers and more. Automation is great news for app developers too – mobile games company Pixowl, for example, reported a 17 percent increase in revenue dollars after implementing mobile marketing automation.
What Does Mobile Marketing Automation Mean For Mobile Marketers?
Automation helps marketers to segment their customers based upon personal behaviors, on a vast scale. This allows them to save time and increase revenues, improving app engagement and reaching more users.
What’s more, by learning more about individual consumers, marketers can create high volumes of rich content to engage users even further.
Automation can also help to retain customers. Notifications such as emails, unlike push notifications, will remain in your users’ inboxes and encourage them to re-engage at a later date. This means no deleting apps or forgetting they were ever downloaded in the first place.
Using real-time data, mobile marketers can A/B test their automated notifications to get the best from their audience. To find out more about mobile marketing automation, read our Six-Minute Guide.
As part of a 50-page glossary project for a digital marketing agency, I wrote entries defining different facets of mobile marketing. Leanplum are a San Francisco-based mobile marketing solutions provider, so the glossary provided details on marketing, analytics, messaging and much more.
- Project URL:https://www.leanplum.com/glossary/mobile-marketing-automation/