Marketing automation implies the use of software, templates, and rules to make communication with your prospects and clients easier. It entails aspects such as collecting their information, analysing and reporting, delivering messages, and building communication templates among other things.
Traditional Marketing VS Mobile Marketing
Traditional marketing automation channels and platforms are not compatible with mobile. They have mostly been designed to help you collect, organize and use email. They do not work with wearable devices and push messaging. They have not been designed to incorporate locations or work in real time. They cannot meet the demands of mobile marketing.
On the other hand, mobile marketing automation systems come with the capabilities available in traditional marketing but customised for mobile users. These include functionalities such as real time messaging, A/B testing and analytics, and deeper integration mobile apps.
For marketers, sending messages directly to the mobile device of an individual is a privilege. It allows you to talk to the customer at any time and collect exclusive information on their preferences and habits that are not available on traditional platforms.
Managing Mobile Channels
Email remains constant everywhere. A Gmail user in the Ireland accesses the same features as a Gmail user in the States or anywhere in the Europe. However, mobile marketers can use different channels to communicate with clients and prospects. Some of these channels include:
- In-app messaging
- Push notifications
- Android Pay and Apple Wallet
- Wearable device notifications
Without a mobile marketing automation system in place, communication over the above named channels is complex and erroneous sometimes. This is because each channel has different delivery methods and content restrictions. New communication channels pop up each year, changing communication requirements as a result. Different devices come with different requirements.
Ending an in-app message to an iOS or android device had different requirements to those required for an android platform.
On top of the technical complexity that comes with sending messages, mobile messaging tends to be more personalized and interactive compared to traditional channels. A good example is sending an interactive push notification which has a ‘yes’ or ‘no’ button. Such a message will allow the responder to reply with a simple yes or no.
A mobile marketing automation system irons out these complexities. As such, you can focus more on creating quality content as a marketer.
Instead of engaging costly engineers to handle the particulars the iOS or Android push notification services, you can focus on composing your message and setting its delivery parameters and the message will be on its way right away.
Organizations that are making full use of mobile marketing automation platforms have put in place effective strategies. They ensure that the user experience between mobile and other channels remains consistent and efficient. A powerful and effective mobile marketing automation system creates simple ways of sharing data with other components of the business system. These might include things like:
- Sending persuasive wink emails when a user removes an app from their device
- Notifying a sales associate the moment a VIP customer enters a certain store
Integrating your business systems with your mobile marketing data can go a long way in increasing your marketing efforts in different channels. It also ensures timely delivery of information, in areas where traditional messaging services are not effective.