Mobile marketing automation is set to revolutionize the way brands perceive consumer engagement. With real-time tools, advanced analytics and flexibility at scale, the popularity and use of mobile marketing automation are set to expand rapidly in 2019.
Overview: The Global Shift Towards Mobile
52% of all worldwide online traffic was generated through mobile devices (up from 50% in 2017). Also, more than 55 billion global users access Facebook only through mobile devices. There is a continuous shift in consumers towards mobile as the preferred device for online transactions. Mobile marketing automation can enable scale for brands while they reach out to their mobile users.
What Is Mobile Marketing Automation?
The ever-increasing pool of on mobile app users points to one trend – the future is mobile-first. Mobile marketing automation can help marketers personalize marketing campaigns at scale and target mobile users more effectively. Marketers can trigger notifications, in-app messages, emails, custom offers, and product recommendations in real-time. All of this is possible with a robust marketing automation platform.
Here are 3 benefits that are exclusive to mobile marketing:
- Mobile helps marketers engage users on the go and this increases customer reach manifolds.
- Location-based marketing to connect with users during micro-moments.
- With SMS, Push and in-app notifications channels, mobile marketing becomes more engaging and effective in terms of the ROI.
If you/your team are in the process of strategizing or implementing mobile marketing automation for your company, take a look at these top 4 areas to consider in your plan for 2019.
1. Invest in Mobile Marketing
eMarketer suggests that mobile advertising will grow 20% to over $70 Billion and will cover 75% of all online spends. Researchers at IAB conducted an independent study on mobile video advertising and found that 51% of surveyed marketers plan to increase spends on mobile video advertising. These industry trends suggest a clear shift in the way brands perceive mobile marketing. Based on your mobile growth strategy and audience, dedicate a significant portion of your marketing budgets for mobile marketing initiatives.
2. MMA Must Be a Part of the Strategic Vision to Scale
Mobile marketing automation is critical when it comes to enhancing the reach and increasing brand awareness. From a customer acquisition standpoint, it provides a scaled approach to marketing, giving customized experiences to unique visitors.
In the e-commerce domain, mobile e-commerce is dominating over the desktop. Last year the mobile share of worldwide e-commerce was around 60% and its poised to reach 73% in 2021 reaching $3.5 Trillion. Mobile marketing automation works best when you have a strategic vision to deploy it across all systems. Whether you’re in the e-commerce space or retail industry, you need to have a strategic approach to leverage mobile marketing automation for your brand.
3. Focus on User Engagement Using MMA
Mobile marketing is one of the most engaging ways to connect with customers today. With the help of rich media, brands can send personalized content in engaging formats to customers accessing their mobile site or app. For example, banks can send push notifications with multiple savings schemes to their audience segment. These notifications can be further personalized for each user based on their app behavior and banking patterns.
E-commerce companies can send targeted offers and discounts to users who have dropped-off or abandoned carts. For example, Cleartrip uses AI-powered marketing automation to enable ‘Personalized Smart Triggers’ for its app users. This has helped the brand convert 5% of users that drop-off from the booking funnel.
4. Enable Enterprise-level Adoption of Mobile Marketing Automation
To nail mobile marketing automation, brands need to enable an enterprise-level adoption. It has to be an active area of focus from the corporate vision perspective.
For example, telecom companies share real-time updates through lifecycle email campaigns that convert inactive customers. They also localize their marketing with geofencing tools under the MMA umbrella. Many retail companies leverage dynamic product messaging solutions to boost sales for their best-selling or in-season products. Whether it’s the OTT space or via intermediaries, companies should leverage MMA to promote content in different formats across different mobile channels in a seamless manner.
What’s next in Mobile Marketing Automation?
Mobile marketing automation arms marketers with two strengths: Scale and personalization. Further, advanced mobile automation platforms offer better targeting and optimization options that help brands improve the effectiveness of marketing campaigns and become more relevant to their customers. The quality of these interactions could be enhanced manifold with efficient help from AI-enabled mobile marketing automation tools.
We hope this blog has helped you understand the important areas to consider as you take the next step towards mobile marketing automation. We’re happy to answer any questions that you might have around marketing automation. Drop us an email firstname.lastname@example.org and our experts will get in touch with you.
Coming Soon: MoEngage Book of Marketing Predictions 2019
Releasing soon is our eBook of predictions for 2019 that includes first-hand insights and marketing predictions from top marketing leaders and influencers from around the world. To receive your own copy of the eBook and for regular updates from MoEngage, subscribe to our blog.