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What Is Mobile Marketing Automation?

You’re reading this, so you already know how critical “mobile” and the always-on consumer is to businesses across the globe. Still not convinced? Check out the first sixteen slides from Mary Meeker’s Internet Trends 2014 – I’ll let her numbers make the final case.

Separately, you’ve likely heard of marketing automation before. These are SaaS platforms that combine customer relationship management (CRM) systems with sequenced, segmented, and automated email campaigns, along with other digital marketing channels (e.g. social media, search, etc.). Tools like Pardot, Marketo, and Hubspot have been blazing this trail for a decade.

So, if we’ve accepted the inevitable from Meeker and the rest of the industry – that Internet-connected mobile devices are forever changing consumer behavior – now we’re ready to talk about a newer, additive concept: mobile marketing automation.

Mobile marketing automation is a new discipline manifested by a set of SaaS tools and platforms, much like “traditional” marketing automation, and it enables marketers to do an array of amazing things that improve the customer experience across all of the mobile touchpoints (web, social media, native mobile apps, and even in the real-world through iBeacon technology) throughout a buying cycle. Some of the ways that mobile marketing automation empowers marketers to be smarter and create a better consumer experience include:

  • Dynamically changing content based on smart rules
  • A/B testing messaging and conversions
  • Sequencing of mobile push notifications
  • Segmenting audiences with real people-based data
  • Marrying mobile data to the rest of marketing’s analytics for a more complete picture

The “automation” comes in once we start to understand the smart rules that marketers can apply:

  • Location

o   With GPS, geo-fencing, and iBeacon technology, marketing automation software can present marketing messages based on a consumer’s real-world location seamlessly across the mobile web and within a native mobile app. Talk about context!

  • Behavior

o   Present content and messaging dynamically based on other actions that your consumer has taken across your website, on social media, within your native mobile app, and even in-store or on-premise.

  • Stage

o   If you understand what stages exist in your consumer’s buying cycle, then you can map content and messaging for your consumers based on their buying stage, making your marketing more effective and boosting your conversion rates across channels and devices.

  • Sequencing

o   String together automated content and messaging with mobile web prompts or push notifications so that consumers receive the right message at the right time on the right device.

  • Throttling

o   Set rate limits on messages so that consumers don’t get overwhelmed. Your mobile marketing automation can actually optimize your message delivery over time, ensuring a great experience across every mobile touchpoint that they have with your brand.

We’re just now starting to see a blossoming of these mobile marketing automation platforms, which empower marketers to get smarter about their content and messaging across all devices. In the end, all marketers are looking to create a better, more compelling, more engaging experience for their customers, and based on the industry trend data we looked at earlier with Mary Meeker, mobile marketing automation is going to play a critical role for digital marketers everywhere.

Jed Singer is the VP of Product Marketing for MEG.com, the only mobile marketing automation platform that delivers customer experiences across every mobile touchpoint – mobile web, social media, native mobile apps, and in the real-world through iBeacon technology. Jed has led successful social and mobile engagements for brands across many verticals, including P&G, HBO, MasterCard, AB-InBev, and Toys ‘R Us.

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