Implement a mobile marketing automation strategy

Implementing a mobile marketing automation strategy will save you time and resources, but running effective mobile marketing campaigns can be a bit tricky, so today we'll give you a hand!

what is mobile marketing automation?

Mobile marketing automation platforms aim to provide useful information about users and behavioural analysis of different segments of your audience.

In this sense, the functions of a marketing automation platform, customer relationship management software (known as CRM) and an analytics tool will help you to effectively reach consumers using smartphones, tablets and wearable devices, such as Apple Watch.

what can be gained from mobile marketing automation?

1. Collection of mobile user data, including user-reported demographics, location (as enabled by mobile device geolocation capabilities), ad response, website visits and phone contacts.
2. Automated deployment of push notifications, text and multimedia messages.
3. User behaviour analysis and A/B testing.
4. Automated transactional and e-commerce capabilities, including shopping cart functionality and the use of payment technologies such as Android Pay and Apple Pay.
5. Lead capture- Geolocation is a technique used by marketers to identify a prospect's location by sending an email or SMS. Broadcast marketing campaigns are used to initiate contact with prospects who are within the geographic area marked by the campaign parameters. These prospects are then captured and channelled into the marketing channel.
6. Segmentation- An important component of marketing automation involves segmenting users based on their demographics and other buyer characteristics. With this information, marketers can implement a marketing strategy that aligns with their needs and expectations. The operating system being used, the type of mobile device the prospect uses, the applications and where they are located are key to segmentation. This data helps create a more accurate segmentation process that allows for increased conversions.

how to leverage mobile marketing automation strategies for better results?

• Use time-based advertising. B2C companies can connect with their audiences in real time. This is important because people often make purchasing decisions based on impulse and emotion. Try to communicate with your customers when you know they are likely to buy something. You can also create a sense of urgency based on time. For example, schedule automatic notifications the day before a sale ends, or send SMS messages with promotional codes on days of the week when your audience segments tend to make purchases.
• Take advantage of multi-channel communication. You can experiment with all kinds of creative causal marketing. It is common practice and acceptable to send SMS or MMS messages or push notifications, while also applying other types of strategies. For example, social media advertising or promotional emails. Mobile marketing offers many different ways to connect with your audience. You just have to be careful not to overwhelm your audience with too many messages.
• Make it personal. Track and record all personal information about your visitors and customers. Age, gender, buying behaviour, location and personal preferences will affect the purchases they make. And you should use this information to make your marketing automation strategy for the smartphone sector. When you understand your audience and give them what they want, you can maximise customer retention.
• Create a welcome sequence: Use a detailed and well-planned welcome sequence to greet potential new customers, let them know what they can expect to receive from you and give them more information about your product or service.
• Use push notifications, which areabout sending relevant messages and offers. Push notifications can be a great tool for creating leads and driving them down the sales funnel. You can automate push notifications based on key metrics, for example, how a customer has navigated a web page.
• Use location-based mobile ads. One of the biggest advantages of using smartphones in your marketing automation strategy is that the likelihood of being read is really high. Everyone has their phone on most of the time. And they look at it many times a day. Using automation software that allows geolocation can be key. When a user passes near your shop you can send them a message. This can help generate more leads and more sales.
• Use SMS drip campaigns. Drip campaigns are a great way to give potential buyers more information about your product or service. For best results, make sure the conversation goes both ways. Let your recipients respond to you, ask questions or provide feedback. This builds trust and positive feelings. Plus, the feedback will help you improve your campaigns in the future.