October 10, 2018
The State (and Future) of Digital Marketplaces
This series is for you, the mobile marketer. Trust us, we know you. You know that mobile is changing everything. Mobile is where your company will build the strongest relationships with your customers—and you want your brand to stand out. No, you want your brand to fly, above the competition.
Mobile marketing automation will help you get there. In this post, you’ll learn exactly what mobile marketing automation is, why it matters in today’s marketing environment, and how to leverage it.
It’s a programmatic way to engage and monetize your mobile users. A way to create, automate, and optimize your push notification, email and in-app messaging strategies with the goal of getting users more engaged with your brand and further down the conversion funnel. In this weekly series of short lessons, we’ll show you how to make the most of mobile marketing automation to achieve your marketing goals.
2015 will be the first year that mobile traffic surpasses the web. More and more people now see their smartphones as their go-to device, and you must act with a clear understanding of the implications.
Many companies focus on acquiring mobile users. But in a hyper competitive space with million of apps available, people are abandoning 95 percent of the ones they download. New app downloads is no longer the most relevant metric. Convincing people to keep using your app and turning them into super customers with greater lifetime value? That’s the holy grail.
What does this take? Engaging customers in the mobile era calls for a savvy marketing strategy. People have so much information at their fingertips that they have greater expectations about the communications they receive from brands. It now takes more intelligence about people and more powerful tools to connect with them effectively.
Marketing communications should also reflect the new mobile environment, which is intimate, invasive, on-demand, and on-the-go. And now that it’s easier than ever to reach people through push notifications, in-app messages, and email, you need to take a look at how all those channels work together.
It’s about bringing customers closer to your brand, and it depends on how they currently feel about you. If they’re new users, how can you inspire a habit of use that brings them back again and again to your app? If they’ve used your app in the past and have since dropped off, how can you get them interested again? If they’re active users, how can you turn their passion into business value?
The first element is understanding your users. Mobile marketing automation systems gather data about users as people who are interacting with your brand through many touchpoints, mobile, web and native apps, and across any number of devices, smartphones, tablets, laptops, wearables. How are they engaging with your brand? What actions are they taking? What times are they engaging? What do they care about? These are all questions to ask as you’re getting a better picture of your users.
Once you have an understanding of your users, the second element is engaging them. Mobile marketing automation helps you continuously guide your users down the conversion funnel through messaging campaigns. The days of “spray and pray” marketing are over. You now have a better understanding of what your users are doing and how they feel about your brand at any given moment. And in real-time, your mobile marketing automation system uses this person-centric user data to send out messages that speak to each customer as an individual.
The third element is optimizing. How do you make the most out of your messaging campaigns, so they deliver the best results? People are more sensitive to communications in a world where brands can easily reach them. That means small changes in your messaging and delivery make a big difference. Mobile marketing automation gives you options for sending the best campaigns for different end goals, including timing, personalization, channel selection, and testing and reporting. It allows you, the mobile marketer, to tweak your strategy as you gather insights from your customer reactions, and can also optimize campaigns automatically.
Now that you’re ready to understand your users, engage them, and optimize your mobile messaging campaigns, get ready for a fun ride! Each week, we’ll cover a new topic that delves into the many facets of mobile marketing automation.