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How to Nail Mobile Marketing Automation for Your Brand in 2022

  • Updated: 05 July 2022
  • 4 min read

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.

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.

Bonus Content
  •  Beginner’s Guide to Omnichannel Marketing [Ebook]
  •  Automated Flows to Influence Up To 40% of Conversions [Case Study]
  •  Customer Data Analysis Using MoEngage Analytics [Case Study]

What Is Mobile Marketing Automation?

The ever-increasing pool of mobile app users points to one trend - the future is mobile-first. Mobile marketing automation can help marketers personalize their mobile 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:

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 2022.

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 statistics suggest a clear shift in the way brands perceive mobile marketing. There is a significant rise in mobile marketing trends too. Based on your mobile growth strategy and audience, dedicate a significant portion of your marketing budget to 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.

MMA Must Be a Part of the Strategic Vision to Scale

MMA Must Be a Part of the Strategic Vision to Scale

Source: Salesforce

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%. 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. 

User Onboarding with Improved Engagement

User Onboarding with Improved Engagement

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 enterprise-level adoption. It has to be an active area of focus from the corporate vision perspective.

Grow Transactional Revenue with Event based Triggers

Grow Transactional Revenue with Event-based Triggers

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 about marketing automation. Drop us an email [email protected] and our experts will get in touch with you.

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Want to know how brands like Bigbasket, Travelz, and Oyo Rooms use MoEngage Push Amplification to improve their push notification delivery rates? Learn more about push amplification here.

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About The Author
Komal Akulwar is a certified inbound marketer with extensive experience in driving growth for B2B product startups through content and social. Apart from exploring the literature and performing arts scene in the city, she can talk for hours on how Yoga can help you strengthen your mind and body fitness.
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