OK, let’s get to it. Many marketers, including you, know that marketing automation is very important today (heh, you’re reading eMMa’s blog, after all).
But one thing that no one really doubts, independently of the economic sector or industry, is the fact that mobile is critical for every marketing effort today.
Learning about mobile marketing automation
As you may know, there are platforms all over the Internet that combine CRM systems with automated email campaigns, and sometimes those platforms also include some sort of interaction with other digital channels (you know, Facebook, LinkedIn, Twitter).
The thing here is, that marketing automation has been present for at least 10 years now on Planet Earth, but with the unstoppable presence of the mobile industry in our live, it’s already time to talk about mobile marketing automation.
We may define mobile marketing automation as the new activity settled by tools and platforms that help marketers to improve the user’s (hopefully, consumer) experience in all the different touch-points in a mobile ecosystem; mainly, all these touch-points are oriented to induct the user through the buying cycle.
This way, mobile marketing automation tools (such as ours, sorry for the ad in here) empower marketers to be smarter and much more effective. Mainly, you’ll find in mobile marketing automation tools:
- The possibility to dynamically change content based on smart rules.
- A/B testing
- Push notifications on mobile devices
- Audience segmenting
- Marketing analytics that specifically outreach the mobile behavior.
The smart rules
Obviously, the automation factor starts to play a huge role once marketers understand the ‘smart rules’, such as:
- Detecting the users location to generate beacon or geofencing marketing messages.
- Understanding the user’s behaviour, such as if he or she had clicked across your social media sites.
- Comprehending the user’s buying cycle stage (if it’s the case), which leads you to map content and messaging based on it.
The real deal here is to push together automated content and messaging within web prompts or push notifications, that way you assure your user (er, consumer!) receives ‘the right message at the right time, and on the right device’.
There’s still a lot of path to discover on the mobile marketing automation industry, because mainly we’re in the blossom era.
But, after all, every marketer across the world is searching for better ways to empower their content and obtaining the infamous (but, very appreciated) return of investment.
So, if we manage to compel and engage experience on users and customers, one thing will surely happen: mobile marketing automation will be a critical component for digital marketers, everywhere!